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

Autor/inn/en	Fischer, Laura M.; Cummins, R. Glenn; Gilliam, Kyle C.; Baker, Matt; Burris, Scott; Irlbeck, Erica
Titel	Examining the Critical Moments in Information Processing of Water Conservation Videos within Young Farmers and Ranchers: A Psychophysiological Analysis
Quelle	In: Journal of Agricultural Education, 59 (2018) 2, S.1-15 (15 Seiten) PDF als Volltext (1); PDF als Volltext kostenfreie Datei (2) Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1042-0541
Schlagwörter	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; Texas + Suchen Sie Ihr Suchwort? Wasser; Konservierung; Psychophysiologie; Landwirtschaftspädagogik; Agriculture; Occupation; Landwirtschaft; Beruf; Landwirtschaftlicher Beruf; Stoffwechsel; Kritische Theorie; Cognitive process; Kognitiver Prozess; Aufmerksamkeit; Neuropsychologie; Prädiktor; Likert-Skala; Erlebniserzählung; Affective disturbance; Active behaviour; Affektive Störung; Nachhaltige Entwicklung
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. (As Provided).
Anmerkungen	American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01