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Examining the Critical Moments in Information Processing of Water Conservation Videos within Young Farmers and Ranchers: A Psychophysiological Analysis

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Title: Examining the Critical Moments in Information Processing of Water Conservation Videos within Young Farmers and Ranchers: A Psychophysiological Analysis
Language: English
Authors: Fischer, Laura M., Cummins, R. Glenn, Gilliam, Kyle C., Baker, Matt, Burris, Scott, Irlbeck, Erica
Source: Journal of Agricultural Education. 2018 59(2):1-15.
Availability: American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
Peer Reviewed: Y
Page Count: 15
Publication Date: 2018
Document Type: Journal Articles
Reports - Research
Education Level: Adult Education
Descriptors: Water, Conservation (Concept), Conservation Education, Psychophysiology, Young Farmer Education, Agricultural Occupations, Video Technology, Metabolism, Critical Theory, Cognitive Processes, Attention, Neuropsychology, Predictor Variables, Likert Scales, Personal Narratives, Affective Measures, Affective Behavior, Sustainable Development
Geographic Terms: Texas
ISSN: 1042-0541
Abstract: Discussions on how to conserve and provide enough water has become one of the most highly debated issues in modern society. Although many Extension efforts have engaged the public in understanding behavior and attitudes toward water conservation, limited research has focused on understanding how agriculturalists respond to water conservation messages. The goal of this study was to employ the use of a psychophysiological measure to determine what message components elicited increased information processing during exposure to two water conservation videos. When the two videos were compared in total, no significant difference in heart rate was observed. However, a more granular analysis of phasic or short-term periods of heart rate deceleration revealed five segments of increased cognitive resource allocation while viewing the scientific video and three segments during the testimonial evidence video. Finally, self-report data approached statistical significance, with the subjects reporting greater elaboration while viewing the testimonial evidence video compared to the scientific video treatment. These findings provide unique evidence suggesting that farmers and ranchers allocate greater cognitive resources to scientific evidence, on screen graphics, and narrated statistics.
Abstractor: As Provided
Entry Date: 2018
Accession Number: EJ1185701
Database: ERIC
FullText Text:
  Availability: 0
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  Data: Examining the Critical Moments in Information Processing of Water Conservation Videos within Young Farmers and Ranchers: A Psychophysiological Analysis
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  Data: <searchLink fieldCode="AR" term="%22Fischer%2C+Laura+M%2E%22">Fischer, Laura M.</searchLink><br /><searchLink fieldCode="AR" term="%22Cummins%2C+R%2E+Glenn%22">Cummins, R. Glenn</searchLink><br /><searchLink fieldCode="AR" term="%22Gilliam%2C+Kyle+C%2E%22">Gilliam, Kyle C.</searchLink><br /><searchLink fieldCode="AR" term="%22Baker%2C+Matt%22">Baker, Matt</searchLink><br /><searchLink fieldCode="AR" term="%22Burris%2C+Scott%22">Burris, Scott</searchLink><br /><searchLink fieldCode="AR" term="%22Irlbeck%2C+Erica%22">Irlbeck, Erica</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+Agricultural+Education%22"><i>Journal of Agricultural Education</i></searchLink>. 2018 59(2):1-15.
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  Data: American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
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  Data: 15
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  Data: <searchLink fieldCode="DE" term="%22Texas%22">Texas</searchLink>
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  Data: 1042-0541
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  Data: Discussions on how to conserve and provide enough water has become one of the most highly debated issues in modern society. Although many Extension efforts have engaged the public in understanding behavior and attitudes toward water conservation, limited research has focused on understanding how agriculturalists respond to water conservation messages. The goal of this study was to employ the use of a psychophysiological measure to determine what message components elicited increased information processing during exposure to two water conservation videos. When the two videos were compared in total, no significant difference in heart rate was observed. However, a more granular analysis of phasic or short-term periods of heart rate deceleration revealed five segments of increased cognitive resource allocation while viewing the scientific video and three segments during the testimonial evidence video. Finally, self-report data approached statistical significance, with the subjects reporting greater elaboration while viewing the testimonial evidence video compared to the scientific video treatment. These findings provide unique evidence suggesting that farmers and ranchers allocate greater cognitive resources to scientific evidence, on screen graphics, and narrated statistics.
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  Data: 2018
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  Data: EJ1185701
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      – Text: English
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        PageCount: 15
        StartPage: 1
    Subjects:
      – SubjectFull: Water
        Type: general
      – SubjectFull: Conservation (Concept)
        Type: general
      – SubjectFull: Conservation Education
        Type: general
      – SubjectFull: Psychophysiology
        Type: general
      – SubjectFull: Young Farmer Education
        Type: general
      – SubjectFull: Agricultural Occupations
        Type: general
      – SubjectFull: Video Technology
        Type: general
      – SubjectFull: Metabolism
        Type: general
      – SubjectFull: Critical Theory
        Type: general
      – SubjectFull: Cognitive Processes
        Type: general
      – SubjectFull: Attention
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      – SubjectFull: Neuropsychology
        Type: general
      – SubjectFull: Predictor Variables
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      – SubjectFull: Likert Scales
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      – SubjectFull: Personal Narratives
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      – SubjectFull: Affective Measures
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      – SubjectFull: Affective Behavior
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      – SubjectFull: Sustainable Development
        Type: general
      – SubjectFull: Texas
        Type: general
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      – TitleFull: Examining the Critical Moments in Information Processing of Water Conservation Videos within Young Farmers and Ranchers: A Psychophysiological Analysis
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