Progress 01/01/20 to 12/31/20
Outputs
Target Audience:In the final year of the project, the target audience has been faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project. Changes/Problems:Due to COVID restrictions, we could not collect data in the in-person labs for dial testing, eye tracking, or psychophysiology in 2020. The social media monitoring platform used throughout this project, Meltwater, ended its support of a free educational account in 2019. It was not available for use in 2020. This year focused more on collecting survey data to field test messages, disseminating results of previous research, building awareness for these technologies, and finalizing the RLOS. The eXtension website that was originally targeted to host the reusable learning objects (videos and factsheets) is no longer being supported. However, through our conversations with eXtension staff, they offered to create a new webpage within the new eXtension web presence to house the materials and it will be available in 2021. What opportunities for training and professional development has the project provided?The development of fact sheets and technology overview videos on YouTube will extend the awareness of these tools. Two professional development articles were published in the Journal of Applied Communications - one about dial testing and one about eye tracking. These are intended to introduce more researchers to these innovative communication research technologies and help train others how to evaluate research that used these tools. The project also partially supported the salary of a CCR staff person who assists faculty and students conducting studies in the lab space in both departments contributing to the project. This staff member helped development of lab spaces within the This individual is a helpful resource in terms of best practices and strategies for success. How have the results been disseminated to communities of interest?The products section of this progress report provides citations for 5 research presentations and 6 posters connected to this project. These were shared at three conferences. Additionally, 2 professional development papers and 2 research papers related to this project were published in the Journal of Applied Communications. Two additional papers related to this project are in review with the Journal of Applied Communications. We will also provide the informational factsheets and link to the YouTube videos on the eXtension Brand Value Community of Practice website. What do you plan to do during the next reporting period to accomplish the goals?This is the final year of the project.
Impacts
What was accomplished under these goals?
Goal 1 was addressed in year one of the project, but PIs have worked to extend this training beyond Texas Tech University so other faculty in agricultural communications and agricultural education have exposure to eye tracking, psychophysiology, and dial testing. As more studies are being completed and presented at conferences, additional students and faculty (at TTU and beyond) are becoming more familiar with these types of research projects. Goal 2 is ongoing. In this year of the project, two thesis research projects and three dissertation research projects were completed that related to the goals of this project. The master's students projects both examined how online content shapes consumers perceptions and understanding of agricultural topics, specifically plant-based meat and sustainability efforts in the pork industry. One of the dissertation projects used social media monitoring to explore the conversation around the rural opioid epidemic then tested messages about this issue through an online experiment to determine the influence of message framing on perceptions of stigma. The second dissertation explored the online conversation about gene editing as it relates to agricultural applications and how the use of metaphors may influence the public's perception regarding this technology. The third dissertation used dial testing or continuous response measurement to understand consumer attitudes surrounding science-oriented podcasts on agriculture-related topics. These projects are referenced in the Products section. Goal 3 has been addressed. Initial Reusable Learning Objectives (RLOs) were created for social media monitoring, psychophysiology, dial testing, and eye tracking. They had been incorporated and refined through integration in research methods courses, and revised versions were produced in this year. For broader dissemination, a one-page fact sheet was created to summarize each tool that included a link to a YouTube video about each one. We are working with eXtension to host the materials on the Brand Value Community of Practice website. Goal 4 was addressed in several ways, but primarily through the dissemination of research through papers and posters at several conferences. These are documented in the Products section.
Publications
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Stanton, C. A. & Fischer, L. M. (2020). Lets focus in: A guide to eye tracking technology in agricultural communications research. Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2320
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Lawson, C., Fischer, L., LaGrande, L., & Opat, K. (2020). Do touch that dial: a guide to continuous response measurement in agricultural communications. Journal of Applied Communications, 104(3). https://doi.org/10.4148/1051-0834.2333
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Tarpley, Troy G.; Fischer, Laura Morgan; Steede, Garrett M.; Cummins, R. Glenn; and McCord, Amber (2020) "How Much Transparency is Too Much? A Moment-to-Moment Analysis of Viewer Comfort in Response to Animal Slaughter Videos," Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2302
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Fischer, Laura Morgan; Meyers, Courtney; Cummins, R. Glenn; Gibson, Courtney; and Baker, Mathew (2020) "Creating Relevancy in Agricultural Science Information: Examining the Impact of Motivational Salience, Involvement and Pre-Existing Attitudes on Visual Attention to Scientific Information," Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2287
- Type:
Journal Articles
Status:
Under Review
Year Published:
2021
Citation:
LaGrande, L., Meyers, C., Cummins, R.G., & Baker, M. (2020, in review). A moment-to-moment analysis of trust in agricultural messages. Journal of Applied Communications.
- Type:
Journal Articles
Status:
Under Review
Year Published:
2021
Citation:
Hill, N., Elliot, M., & Meyers, C., (2020, revise & resubmit). Navigating transparent pork production: Analyzing visual attention of The Maschoffs website. Journal of Applied Communications.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2020
Citation:
Hill, N., Meyers, C., Li, N., Doerfert, D., Mendu, V., (2020, September). A descriptive analysis of Twitter content regarding gene-editing in agriculture. Paper presented at the American Association for Agricultural Education Western Region Conference, Online.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2020
Citation:
Stanton, C., Meyers, C., Li, N., & McCord, A. (2020, May). Eye didnt see that coming: Interpreting the influence of heuristic and systematic cues on visual attention. Paper presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2020
Citation:
Boykin, K., Meyers, C., Li, N., & Kennedy, L. (2020, May). Influence of Message Theme on Consumer Perceptions of Lab Grown Meat. Paper presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Regusci, E., & Meyers, C., (2020, September). Tracking the Trend: Exploring News Coverage about Plant-Based Milk. Poster presented at the American Association for Agricultural Education Western Region Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Kieschnick, L., Hill, N., & Meyers, C., (2020, May). Comparing U.S. and Australian Twitter content during extreme drought conditions. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Stanton, C., Matheny, T. B., Elliot, M., & Meyers, C., (2020, May). Eye can see clearly now: Applications of eye-tracking technology in agricultural communications research. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Stanton, C., Meyers, C., Li, N., & McCord (Krause), A., (2020, May). Millennial and Generation Z consumers' conceptualization of clean label food products. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Matheny, T. B., Hill, N., & Meyers, C., (2020, May). What's the beef? Monitoring social media response to Ellen DeGeneres' encouragement to eat less meat. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Published
Year Published:
2020
Citation:
Spradley, K., Hill, N., & Meyers, C., (2020, May). Who stole Christmas? A sentiment analysis of social media posts related to a tree-cutting ban in the southwest. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2020
Citation:
Matheny, T. B. (2020). Examining the Effect of Source Credibility and Message Framing to Correct Misinformation about Plant-based Meat on Social Media. (Unpublished master's thesis). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2020
Citation:
Whitaker, W. (2020). Examining the Impacts of Infographics on Consumers' Perceptions of Swine Industry Sustainability Initiatives. (Unpublished master's thesis). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2020
Citation:
Hill, N. (2020). Public Opinion of Gene-Editing in Agriculture: A Mixed-Method Study of Online Media and Metaphors. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2020
Citation:
Lawson, C. (2020). The Medias Influence on Public Perceptions and Attitudes Toward the Rural Opioid Epidemic. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2020
Citation:
Opat, K. (2020). Disseminating scientific information to Generation Z through podcasts: An explanatory sequential mixed methods study. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2020
Citation:
Opat, K., Irlbeck, E., Li, N., Cummins, R.G., Boren-Alpizar, A. (2020, September). Disseminating scientific information to Gen Z through podcasts: The effect of using narrative or logical-scientific information on audience interest and perceived credibility. Paper presented at the Western Region American Association of Agricultural Educators Conference 2020, Bozeman, MT.
|
Progress 01/01/17 to 12/31/20
Outputs
Target Audience:In the first year of the project, the target audience was project members who are faculty members in the Department of Agricultural Education & Communications and the College of Media & Communication at Texas Tech University. Three graduate students in the Department of Agricultural Education & Communications have conducted studies in conjunction with this project. In the second year of the project, the target audience was faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project. In the third year of the project, the target audience was faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project. We also integrated a social media monitoring project in a senior level agricultural communications course with 50 undergraduate students enrolled. In the final year of the project, the target audience was faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?All the AEC Department Project members received initial training regarding eye tracking, psychophysiology, and dial testing. Lisa Low also provided a session about social media monitoring attended by Dr. Courtney Meyers and a doctoral student. The project also supported the salary of a CCR staff person who assisted faculty and students when conducting studies in the lab space. This individual was a helpful resource in terms of best practices and strategies for success. Additionally, the AEC Department invested funds to purchase eye tracking technology similar to what is available in the CCR along with the technology necessary to conduct psychophysiology studies. The ability for the AEC faculty members to gain exposure to these tools through the project demonstrated the need for additional investment to provide the technology within the department. As previously mentioned and outlined in the products section, project members provided several training opportunities. Dr. Glenn Cummins shared his expertise in eye tracking at the Association for Education in Journalism & Mass Communication Conference. Dr. Courtney Meyers and a Texas Tech alumna, Dr. Laura Fischer, presented a webinar for agricultural communications professors and graduate students to provide more information about these research tools. Two master's students who were conducting research using these innovative tools also participated in the webinar to discuss their projects. In addition to the dissemination of research at regional and national conferences, the use of these innovative research tools has been incorporated in two courses. Dr. Courtney Meyers taught 84 undergraduate students in a senior-level course how to use Meltwater, the social media monitoring platform. Dr. Glenn Cummins taught a special topics course focused on eye tracking, dial testing, and psychophysiology. Three graduate students from the Department of Agricultural Education & Communications completed this course and designed several research projects during the semester. The developed fact sheets and technology overview videos on YouTube will extend the awareness of these tools. Two professional development articles were published in the Journal of Applied Communications - one about dial testing and one about eye tracking. These are intended to introduce more researchers to these innovative communication research technologies and help train others how to evaluate research that used these tools. How have the results been disseminated to communities of interest?Dr. Courtney Meyers presented the initial work on the project at the NLGCA Project Directors meeting held in conjunction with the NARRU meeting in October. Additional insights gained through the research efforts were shared at five conferences and one webinar. The products section of this progress report provides citations for 24 research and 6 posters presentations connected to this project. Additionally, 2 professional development papers and 2 research papers related to this project were published in the Journal of Applied Communications. Two additional papers related to this project are in review with the Journal of Applied Communications. We also provided the informational fact sheets and link to the YouTube videos on the eXtension Brand Value Community of Practice website. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
Goal 1 was accomplished through hour-long workshops for eye tracking, psychophysiology, and dial testing in Year 1. All AEC Department members of the project attended the trainings provided by Dr. Glenn Cummins. The social media analytics training occurred as a more informal session between Lisa Low, Dr. Courtney Meyers, and a doctoral student in the AEC Department. In Years 2-4, the PIs extended this training beyond Texas Tech University so other faculty in agricultural communications and agricultural education have exposure to eye tracking, psychophysiology, and dial testing. The social media analytics training continued between Dr. Courtney Meyers and Meltwater (the social media monitoring platform) representatives in Year 2. As more studies were completed and presented at conferences, additional students and faculty (at TTU and beyond) became more familiar with these types of research projects. Goal 2 was accomplished with graduate students completing a variety of research projects throughout the life of the grant. These projects researched the participant experience when consuming media through eye tracking, psychophysiology, dial testing and social media monitoring studies. Master's and doctoral students completed theses and dissertations along with many other research papers and posters. These are reported in the Products section. Goal 3 began development in Year 2 of the project. To address this goal, we developed fact sheets and brief informative videos about each of the four innovative communication tools utilized in this project. These were initially created in Year 2, implemented in classes in Year 3 and improved in Year 4. The resources are now available on the Brand Value eXtension website. Goal 4 was addressed in several ways. Faculty members on the project provided professional development sessions at several conferences. We also led a webinar in Year 2 to provide broader dissemination of what we had learned and advice for using these tools. To expose undergraduate students to the research process, Dr. Courtney Meyers integrated a social media monitoring research project in a senior-level course in Years 2 and 3. Graduate students involved shared relevant research at several conferences during the grant's timeframe to demonstrate how the innovative communication research tools can be used (see Products section). Finally, informative fact sheets and YouTube videos were created about each of the tools and are available on the eXtension Brand Value Community of Practice website.
Publications
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2017
Citation:
Fischer, L.M. (2017). Examining the role of motivational salience, issue involvement, and pre-existing attitudes on selective attention and attitude strength to advertisement. Unpublished doctoral dissertation. Texas Tech University: Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (Accepted). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the Southern Association of Agricultural Scientists: Ag Communications Section, Jacksonville, FL.
- Type:
Other
Status:
Accepted
Year Published:
2017
Citation:
Meyers, C., Cummins, G., Baker, M., Irlbeck, E., Gibson, C., & Low, L. (2017, October). The consumer experience: Using innovative research tools to develop and test messages about food and agricultural sciences. Poster presented at the NLGCA Project Directors Meeting, Morro Bay, CA.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Theses/Dissertations Other 2018
Steede, G. (2018). A multi-method study of the influence of online and traditional media on public opinion of antibiotic use in livestock (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Gilliam, K. (2018). Effects of question difficulty and post-question wait-time on psychophysiological responses and posttreatment exam of agricultural education majors (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Guiliani, L. (2018). Beyond the arena: A three-part study of communication efforts in the sport of rodeo (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
LaGrande, L. (2018). Trust in agricultural messages: A moment-to-moment analysis (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Schroeder, S. (2019). The effect of metacognition on attention, excitability, and emotions during the learning process. (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Steede, G. M., Meyers, C., Li, N., Irlbeck, E, & Gearhart, S. (2018, August). A sentiment and content analysis of Twitter content regarding antibiotic use in livestock. Research paper presented at the annual meeting of the Association for Communication Excellence, Phoenix, AZ.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018). Examining the impact of motivational salience and involvement on visual attention to scientific information. Paper presented at the Association for Education in Journalism and Mass Communication, Washington, DC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018, May). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Gilliam, K. C., Baker, M., Rayfield, J. Ritz, R. Cummins, R. G. (2018, May). Effects of question difficulty and post-question wait-time on cognitive engagement: A psychophysiological analysis. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Giuliani, L., Meyers, C., Doerfert, D., & Irlbeck, E. (2018, September). Monitoring the social media
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Lawson, C., & Meyers. C. (2018, September). What's trending? Teaching students to monitor social media content with Meltwater. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Boise, ID.
- Type:
Other
Status:
Other
Year Published:
2018
Citation:
Fischer, L., Meyers, C., LaGrande, L., & Schroeder, S. (2018, September). Innovative research techniques: Using eye tracking, dial testing, and psychophysiology in agricultural communications research. Professional development webinar presented to the Society of Agricultural Communications Scholars.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018, February). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the Southern Association of Agricultural Scientists: Ag Communications Section, Jacksonville, FL.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Gilliam, K.C., Baker, M., Rayfield, J., Ritz, R., & Cummins, R.G. (In press). Effects of question difficulty and post-question wait-time on cognitive engagement: A psychophysiological analysis. Journal of Agricultural Education, 59(4), 286-300.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Bocanegra, G. &, Baker, M. (2018, April). Expansion into the universe of big data. Paper presented at the Association for International Agricultural and Extension Educations 34th Annual Conference, Merida, Yucatan, Mexico.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Cummins, R. G. (2018, August). Fundamentals of eye-tracking in communication research. Pre-conference workshop for the Communication Methods & Measures and Political Science Interest Group at the annual meeting of the Association for Education in Journalism & Mass Communication, Washington, DC.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2019
Citation:
Stanton, C. (2019). An analysis of consumer perceptions, attitudes, visual attention allocation, and willingness to pay for clean label food items. (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
LaGrande, L, Meyers, C., Cummins, R. G., & Baker, M. (2019, May). A moment-to-moment analysis of trust in agricultural messages. Paper presented at the National AAAE Research Conference, Des Moines, IA.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2019
Citation:
Boykin, K. (2019). Chew on this: Investigating public perceptions of lab grown meat. (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., & Meyers, C. (2019, September). An unfolding affliction: A snapshot of Twitter activity about the rural opioid epidemic. Paper presented at the Western Region AAAE Research Conference, Anchorage, AK.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Boykin, K., Meyers, C., & Li, N. (2019, September). Chew on this: Monitoring the social media conversation surrounding lab grown meat. Paper presented at the Western Region AAAE Research Conference, Anchorage, AK.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Steede, G., Meyers, C., Li, N., Irlbeck, E., & Gearhart, S. (2019, May). The influence of framing effects on public opinion of antibiotic use in livestock. Paper presented at the National AAAE Research Conference, Des Moines, IA.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., & Meyers, C. (2019, May). Country crisis: A content analysis of rural opioid epidemic news coverage. Paper presented at the National AAAE Research Conference, Des Moines, IA.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
in agricultural communications. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Kieschnick, L., Hill, N., & Meyers, C. (2019, September). Comparing U.S. and Australian Twitter content during extreme drought conditions. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., LaGrande, L., & Meyers, C. (2019, September). Dialing in on new communication research technology: Exploring opportunities for continuous response measurement in agricultural communications. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Stanton, C., Hill, N., Elliot, M., & Meyers, C. (2019, September). Eye can see clearly now: Applications of eye-tracking technology in agricultural communications research. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Hill, N., & Meyers, C. (2019, June). Lettuce entertain you: The prevalence of humor on Twitter during a 2018 Romaine lettuce recall. Refereed poster session presented at the Association for Communication Excellence Research Conference, San Antonio, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lu, P., Baker, M., Schroeder, S., Burris, S., & Cummins, G. (2019, September). The effectiveness of a metacognitive strategy during the learning process on subject matter retention, visual attention, and cognitive allocation. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Meyers, C., Cummins, G., Baker, M., Irlbeck, E., Gibson, C., & Low, L. (2019, October). The consumer experience: Using innovative research tools to develop and test messages about food and agricultural sciences [Poster Presentation]. Non-Land Grant Agricultural and Renewable Resources Universities Annual Conference, San Angelo, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Cummins, R.G., & Callison, C. (2019, October). What eye tracking data can tell you about graphic design in water messaging. Refereed poster presentation at the WaterSmart Innovations 2019 Conference and Exposition, Las Vegas, NV.
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Stanton, C. A. & Fischer, L. M. (2020). Lets focus in: A guide to eye tracking technology in agricultural communications research. Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2320
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Lawson, C., Fischer, L., LaGrande, L., & Opat, K. (2020). Do touch that dial: a guide to continuous response measurement in agricultural communications. Journal of Applied Communications, 104(3). https://doi.org/10.4148/1051-0834.2333
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Tarpley, T., Fischer, L., Steede, G.. Cummins, R. G., & McCord, A. (2020). How much transparency is too much? A moment-to-moment analysis of viewer comfort in response to animal slaughter videos. Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2302
- Type:
Journal Articles
Status:
Published
Year Published:
2020
Citation:
Fischer, L.M., Meyers, C., Cummins, R.G., Gibson, C., & Baker, M. (2020). Creating relevancy in agricultural science information: Examining the impact of motivational salience, involvement, and pre-existing attitudes on visual attention to scientific information. Journal of Applied Communications, 104(2). https://doi.org/10.4148/1051-0834.2287
- Type:
Journal Articles
Status:
Under Review
Year Published:
2021
Citation:
LaGrande, L., Meyers, C., Cummins, R.G., & Baker, M. (2020, in review). A moment-to-moment analysis of trust in agricultural messages. Journal of Applied Communications.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2020
Citation:
Hill, N., Meyers, C., Li, N., Doerfert, D., Mendu, V., (2020, September). A descriptive analysis of Twitter content regarding gene-editing in agriculture. Paper presented at the American Association for Agricultural Education Western Region Conference, Online.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2020
Citation:
Stanton, C., Meyers, C., Li, N., & McCord, A. (2020, May). Eye didnt see that coming: Interpreting the influence of heuristic and systematic cues on visual attention. Paper presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2020
Citation:
Boykin, K., Meyers, C., Li, N., & Kennedy, L. (2020, May). Influence of message theme on consumer perceptions of lab grown meat. Paper presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Regusci, E., & Meyers, C., (2020, September). Tracking the trend: Exploring news coverage about plant-based milk. Poster presented at the American Association for Agricultural Education Western Region Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Kieschnick, L., Hill, N., & Meyers, C., (2020, May). Comparing U.S. and Australian Twitter content during extreme drought conditions. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Stanton, C., Matheny, T. B., Elliot, M., & Meyers, C., (2020, May). Eye can see clearly now: Applications of eye-tracking technology in agricultural communications research. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Stanton, C., Meyers, C., Li, N., & McCord (Krause), A., (2020, May). Millennial and Generation Z consumers' conceptualization of clean label food products. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Matheny, T. B., Hill, N., & Meyers, C., (2020, May). What's the beef? Monitoring social media response to Ellen DeGeneres' encouragement to eat less meat. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Other
Status:
Accepted
Year Published:
2020
Citation:
Spradley, K., Hill, N., & Meyers, C., (2020, May). Who stole Christmas? A sentiment analysis of social media posts related to a tree-cutting ban in the southwest. Poster presented at the American Association for Agricultural Education National Conference, Online.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2020
Citation:
Matheny, T. B. (2020). Examining the effect of source credibility and message framing to correct misinformation about plant-based meat on social media. (Unpublished master's thesis). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2020
Citation:
Whitaker, W. (2020). Examining the Impacts of Infographics on Consumers' Perceptions of Swine Industry Sustainability Initiatives. (Unpublished master's thesis). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2020
Citation:
Hill, N. (2020). Public Opinion of Gene-Editing in Agriculture: A Mixed-Method Study of Online Media and Metaphors. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2020
Citation:
Lawson, C. (2020). The Medias Influence on Public Perceptions and Attitudes Toward the Rural Opioid Epidemic. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2020
Citation:
Opat, K. (2020). Disseminating scientific information to Generation Z through podcasts: An explanatory sequential mixed methods study. (Unpublished doctoral dissertation). Texas Tech University, Lubbock TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2020
Citation:
Opat, K., Irlbeck, E., Li, N., Cummins, R.G., Boren-Alpizar, A. (2020, September). Disseminating scientific information to Gen Z through podcasts: The effect of using narrative or logical-scientific information on audience interest and perceived credibility. Paper presented at the Western Region American Association of Agricultural Educators Conference, Online.
- Type:
Journal Articles
Status:
Published
Year Published:
2021
Citation:
Hill, N., Elliot, M., & Meyers, C. (2020). Navigating transparent pork production: Analyzing visual attention of The Maschoffs website. Journal of Applied Communications, 105(1). https://doi.org/10.4148/1051-0834.2352
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Progress 01/01/19 to 12/31/19
Outputs
Target Audience:In thethirdyear of the project, the target audience has been faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project.We also integrated a social media monitoring project in asenior level agricultural communicationscourse with 50 undergraduate students enrolled. Changes/Problems:The social media monitoring platform used throughout this project, Meltwater, is ending its support of a free educational account. This will take effect in January 2020. While we were able to continue using it throughout 2019, this does create a challenge moving forward. What opportunities for training and professional development has the project provided? In addition to the dissemination of research at regional and national conferences, the use of these innovative research tools has been incorporated in two courses. Dr. Courtney Meyers taught 50 undergraduate students how to use the social media monitoring platform through a senior-level course. Dr. Glenn Cummins taught a special topics course focused on eye tracking, dial testing, andpsychophysiology. Three graduate students from the Department of Agricultural Education & Communications completed this course and designed several research projects during the semester. One of these students collected dial testing data that will be provided in a research paper in 2020. The project is also supporting the salary of a CCR staff person who assists faculty and students interested in conducting studies in the lab space.This individual is a helpful resource in terms of best practices and strategies for success. In the previous year, the AEC Department invested funds to purchase eye tracking technologysimilar towhat is available in the CCR along with the technology necessary to conduct psychophysiology studies. One of the thesis projects was completed using these resources and several studies are planned for 2020.? How have the results been disseminated to communities of interest?The products section of this progress reportprovides citations for 10research presentationsconnected to this project. These were shared atthreeconferences.? What do you plan to do during the next reporting period to accomplish the goals?This is the final year of the project.We will continue to conduct research and disseminate the findings. We will also share the RLOs with broader audience.
Impacts
What was accomplished under these goals?
Goal 1 was addressed in year one of the project, butPIs have worked to extend this training beyond Texas TechUniversity so other faculty in agricultural communications and agricultural education have exposure to eye tracking, psychophysiology, and dial testing.As more studies are being completed and presented at conferences, additional students and faculty (at TTU and beyond) are becoming more familiar with these types of research projects. Goal 2 is ongoing. In the second year of the project,twothesis researchprojects were completed; both chairedby a member of the research team. One master's student used social media monitoring to explore messages surroundinglab grown meat.She then conducted message testing with a national sample to determine how the theme of a blog post about this topic influenced perceptions of risk and uncertainty.Another master's student usedeye tracking to measure visual attention allocation to "clean label" designs on food packages.These projects are referenced in the Products section.Two other dissertations are currently in progress and will be completed by mid-2020.One of the dissertations used social media monitoring to explore the conversation around therural opioid epidemicthen testedmessages about this issue throughan online experiment to determine the influence of message framing onperceptions of stigma.The final dissertationis exploring the online conversation about gene editing as it relates to agricultural applications and how the use of metaphors may influence the public's perception regarding this technology. Goal 3 has beenparticallyaddressed.InitialReusable Learning Objectives (RLOs)werecreated for social media monitoring, psychophysiology, and eye tracking. Contact has been made witheXtensionto host the RLOs once they are completed. These RLOs have been integrated during two semesters of a graduate level research methods course and student feedback has been positive.During this year of the grant, revisions were made to RLOs for psychophysiology and eye tracking. A new RLO for dial testing was created. These were developed in a graduate level research methods course focused on these technologies and will be made available toeXtensionin 2020. Goal 4 was addressed in several ways, but primarily through the dissemination of research through papers and posters at several conferences. These are documented in the Products section.To expose undergraduate students to the research process, Dr. Courtney Meyers integrated a social media monitoring research project in a senior-level course. This resulted in50students working on 10teams to research agricultural organizations and use social media analytics to provide practical recommendations for communication efforts.
Publications
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2019
Citation:
Stanton, C. (2019). An analysis of consumer perceptions, attitudes, visual attention allocation, and willingness to pay for clean label food items. (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2019
Citation:
Boykin, K. (2019). Chew on this: Investigating public perceptions of lab grown meat. (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., & Meyers, C. (2019, September). An unfolding affliction: A snapshot of Twitter activity about the rural opioid epidemic. Paper presented at the Western Region AAAE Research Conference, Anchorage, AK.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Boykin, K., Meyers, C., & Li, N. (2019, September). Chew on this: Monitoring the social media conversation surrounding lab grown meat. Paper presented at the Western Region AAAE Research Conference, Anchorage, AK.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
LaGrande, L, Meyers, C., Cummins, R. G., & Baker, M. (2019, May). A moment-to-moment analysis of trust in agricultural messages. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Steede, G., Meyers, C., Li, N., Irlbeck, E., & Gearhart, S. (2019, May). The influence of framing effects on public opinion of antibiotic use in livestock. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., & Meyers, C. (2019, May). Country crisis: A content analysis of rural opioid epidemic news coverage. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., Elliot, M., & Meyers, C. (2019, September). An assessment of undergraduate research skills in agricultural communications. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Kieschnick, L., Hill, N., & Meyers, C. (2019, September). Comparing U.S. and Australian Twitter content during extreme drought conditions. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Lawson, C., LaGrande, L., & Meyers, C. (2019, September). Dialing in on new communication research technology: Exploring opportunities for continuous response measurement in agricultural communications. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Stanton, C., Hill, N., Elliot, M., & Meyers, C. (2019, September). Eye can see clearly now: Applications of eye-tracking technology in agricultural communications research. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Hill, N., & Meyers, C. (2019, June). Lettuce entertain you: The prevalence of humor on Twitter during a 2018 Romaine lettuce recall. Refereed poster session presented at the Association for Communication Excellence Research Conference, San Antonio, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Lu, P., Baker, M., Schroeder, S., Burris, S., & Cummins, G. (2019, September). The effectiveness of a metacognitive strategy during the learning process on subject matter retention, visual attention, and cognitive allocation [Poster Presentation]. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Anchorage, AK.
- Type:
Other
Status:
Accepted
Year Published:
2019
Citation:
Meyers, C., Cummins, G., Baker, M., Irlbeck, E., Gibson, C., & Low, L. (2019, October). The consumer experience: Using innovative research tools to develop and test messages about food and agricultural sciences [Poster Presentation]. Non-Land Grant Agricultural and Renewable Resources Universities Annual Conference, San Angelo, TX.
- Type:
Journal Articles
Status:
Awaiting Publication
Year Published:
2020
Citation:
Fischer, L.M., Meyers, C., Cummins, R.G., Gibson, C., & Baker, M. (in press). Creating relevancy in agricultural science information: Examining the impact of motivational salience, involvement, and pre-existing attitudes on visual attention to scientific information. Journal of Applied Communications.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2019
Citation:
Cummins, R.G., & Callison, C. (2019, October). What eye tracking data can tell you about graphic design in water messaging. Refereed poster presentation at the WaterSmart Innovations 2019 Conference and Exposition, Las Vegas, NV.
- Type:
Journal Articles
Status:
Under Review
Year Published:
2020
Citation:
Tarpley, T.G., Fischer, L.M., Steede, G.M., Cummins, R.G., & McCord, A. (under review). How much transparency is too much? A moment-to-moment analysis of viewer comfort in response to animal slaughter videos. Revise-and-resubmit under review at Journal of Applied Communications.
|
Progress 01/01/18 to 12/31/18
Outputs
Target Audience:In the second year of the project, the target audience has been faculty members in agricultural communications and agricultural education beyond Texas Tech University. Some graduate students in Texas Tech's Department of Agricultural Education & Communications have conducted studies in conjunction with this project. Changes/Problems:While a communications research academy was proposed in the original proposal, it was not offered due to faculty workload. Instead, the RLOs were integrated in a research methods classes and undergraduate students learned about social media monitoring in a class. This is a more sustainable model that ensures a larger group of students gain exposure to these research efforts. What opportunities for training and professional development has the project provided?As previously mentioned and outlined in the products section, project members provided several training opportunities during this year of reporting. Dr. Glenn Cummins shared his expertise in eye tracking at the Association for Education in Journalism & Mass Communication Conference. Dr. Courtney Meyers and a Texas Tech alumna, Dr. Laura Fischer, presented a webinar for agricultural communications professors and graduate students to provide more information about these research tools. Two current master's students who were conducting research using these innovative tools also participated in the webinar to discuss their projects. Additionally, several research papers and posters were presented at regional and national conferences (see products section for more information). Additionally, 34 undergraduate students received training in using Meltwater, the social media monitoring tool. The project is also supporting the salary of a CCR staff person who assists faculty and students interested in conducting studies in the lab space. This individual is a helpful resource in terms of best practices and strategies for success. The AEC Department invested funds to purchase eye tracking technology similar to what is available in the CCR along with the technology necessary to conduct psychophysiology studies. One of the thesis projects was completed using these resources and several studies are planned for 2019. How have the results been disseminated to communities of interest?The products section of this progress report outlines nine research presentations connected to this project. These were shared at five conferences and one webinar. What do you plan to do during the next reporting period to accomplish the goals?During the next reporting period, we will continue to advise students to conduct studies to explore the consumer experience regarding messaging related to agriculture using the novel research technologies highlighted in this project. The research efforts that have already been completed related to the grant will be submitted and ideally presented at conferences through the form of papers and posters. The social media monitoring platform, Meltwater, will be integrated again in the senior-level agricultural communications course. This will allow approximately 50 undergraduate students to gain experience with this approach to research and help them develop marketable skills. The students will work with actual clients in agriculture, food, and natural resources. Additionally, several graduate students from AEC will be trained in various research technologies. Finally, the RLOs will be developed, evaluated, and made available to a larger audience so additional faculty members and students can learn about how to use these approaches to research.
Impacts
What was accomplished under these goals?
Goal 1 was addressed in year one of the project, but PIs have worked to extend this training beyond Texas Tech University so other faculty in agricultural communications and agricultural education have exposure to eye tracking, psychophysiology, and dial testing. The social media analytics training continued between Dr. Courtney Meyers and Meltwater (the social media monitoring platform) representatives. Goal 2 is ongoing. In the second year of the project, five projects were completed - three theses and two dissertations. Members of the research team chaired all of these research efforts. One master's student used social media monitoring to explore messages surrounding the sport of rodeo. Another master's student used dial testing to measure dimensions of trust during an agricultural video. The final master's student integrated both eye tracking and psychophysiology to research the impact of teaching students a specific reading strategy. One of the dissertations used social media monitoring to explore the conversation around the Veterinary Feed Directive then tested Twitter messages in an online experiment to determine the influence of message framing on acceptance of antibiotic use in livestock production. The final dissertation employed psychophysiology to provide evidence of the magnitude and duration of cognitive engagement and emotional response elicited after posing questions and to determine an appropriate amount of post-question wait-time undergraduate agricultural students need. These projects are referenced in the Products section. Goal 3 has been initiated. Reusable Learning Objectives (RLOs) have been created for social media monitoring, psychophysiology, and eye tracking. Contact has been made with eXtension to host the RLOs once they are completed. These RLOs have been integrated during two semesters of a graduate level research methods course and student feedback has been positive. Goal 4 was addressed in several ways. Dr. Glenn Cummins shared his expertise in eye tracking at the Association for Education in Journalism & Mass Communication Conference. Dr. Courtney Meyers and a Texas Tech alumna, Dr. Laura Fischer, presented a webinar for agricultural communications professors and graduate students to provide more information about these research tools. Two current master's students who were conducting research using these innovative tools also participated in the webinar to discuss their projects. Additionally, several research papers and posters were presented at regional and national conferences (see products section for more information). To expose undergraduate students to the research process, Dr. Courtney Meyers integrated a social media monitoring research project in a senior-level course. This resulted in 34 students working on 11 teams to research agricultural organizations and use social media analytics to provide practical recommendations for communication efforts.
Publications
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Steede, G. (2018). A multi-method study of the influence of online and traditional media on public opinion of antibiotic use in livestock (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Gilliam, K. (2018). Effects of question difficulty and post-question wait-time on psychophysiological responses and post-treatment exam of agricultural education majors (Unpublished doctoral dissertation). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
Guiliani, L. (2018). Beyond the arena: A three-part study of communication efforts in the sport of rodeo (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2018
Citation:
LaGrande, L. (2018). Trust in agricultural messages: A moment-to-moment analysis (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Theses/Dissertations
Status:
Under Review
Year Published:
2019
Citation:
Schroeder, S. (2019). The effect of metacognition on attention, excitability, and emotions during the learning process. (Unpublished master's thesis). Texas Tech University, Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Steede, G. M., Meyers, C., Li, N., Irlbeck, E, & Gearhart, S. (2018, August). A sentiment and content analysis of Twitter content regarding antibiotic use in livestock. Research paper presented at the annual meeting of the Association for Communication Excellence, Phoenix, AZ.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018). Examining the impact of motivational salience and involvement on visual attention to scientific information. Paper presented at the Association for Education in Journalism and Mass Communication, Washington, DC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018, May). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Gilliam, K. C., Baker, M., Rayfield, J. Ritz, R. Cummins, R. G. (2018, May). Effects of question difficulty and post-question wait-time on cognitive engagement: A psychophysiological analysis. Paper presented at the National AAAE Research Conference, Charleston, SC.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Giuliani, L., Meyers, C., Doerfert, D., & Irlbeck, E. (2018, September). Monitoring the social media conversation during the 2017 National Finals Rodeo. Paper presented at the Western Region AAAE Research Conference, Boise, ID.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Lawson, C., & Meyers. C. (2018, September). What's trending? Teaching students to monitor social media content with Meltwater. Refereed poster session presented at the Western Region meeting of the American Association for Agricultural Education, Boise, ID.
- Type:
Other
Status:
Other
Year Published:
2018
Citation:
Fischer, L., Meyers, C., LaGrande, L., & Schroeder, S. (2018, September). Innovative research techniques: Using eye tracking, dial testing, and psychophysiology in agricultural communications research. Professional development webinar presented to the Society of Agricultural Communications Scholars.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (2018, February). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the Southern Association of Agricultural Scientists: Ag Communications Section, Jacksonville, FL.
- Type:
Journal Articles
Status:
Awaiting Publication
Year Published:
2018
Citation:
Gilliam, K.C., Baker, M., Rayfield, J., Ritz, R., & Cummins, R.G. (In press). Effects of question difficulty and post-question wait-time on cognitive engagement: A psychophysiological analysis. Journal of Agricultural Education, 59(4), 286-300.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Bocanegra, G. &, Baker, M. (2018, April). Expansion into the universe of big data. Paper presented at the Association for International Agricultural and Extension Educations 34th Annual Conference, Merida, Yucatan, Mexico.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Cummins, R. G. (2018, August). Fundamentals of eye-tracking in communication research. Pre-conference workshop for the Communication Methods & Measures and Political Science Interest Group at the annual meeting of the Association for Education in Journalism & Mass Communication, Washington, DC.
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Progress 01/01/17 to 12/31/17
Outputs
Target Audience:In the first year of the project, the target audience has been project members who are faculty members in the Department of Agricultural Education & Communications and the College of Media & Communication at Texas Tech University. Three graduate students in the Department of Agricultural Education & Communications have conducted studies in conjunction with this project. Changes/Problems:Nuvi, the social media monitoring platform the College of Media & Communication had used, will not be supported beyond 2017. However, the college is shifting to Meltwater, another social media analytic platform and will continue to partner with the AEC Department to provide this resource and expertise. What opportunities for training and professional development has the project provided?All the AEC Department Project members received initial training regarding eye tracking, psychophysiology, and dial testing. Lisa Low also provided a session about social media monitoring attended by Dr. Courtney Meyers and a doctoral student. The project is also supporting the salary of a CCR staff person who assists faculty and students interested in conducting studies in the lab space. This individual is a helpful resource in terms of best practices and strategies for success. Additionally, the AEC Department has invested funds to purchase eye tracking technology similar to what is available in the CCR along with the technology necessary to conduct psychophysiology studies. The ability for the AEC faculty members to gain exposure to these tools through project demonstrated the need for additional investment to provide the technology within the department. How have the results been disseminated to communities of interest?Dr. Courtney Meyers presented the initial work on the project at the NLGCA Project Directors meeting held in conjunction with the NARRU meeting in October. Additional insights gained through the research efforts have been or will be submitted for conferences in 2018. What do you plan to do during the next reporting period to accomplish the goals?During the next reporting period, we will continue to advise students to conduct studies to explore the consumer experience regarding messaging related to agriculture using the novel research technologies highlighted in this project. The research efforts that have already been completed related to the grant will be submitted and ideally presented at conferences through the form of papers and posters. The social media monitoring platform, Meltwater, will be introduced in a senior level agricultural communications course. This will allow more than 30 undergraduate students to gain experience with this approach to research and help them develop marketable skills. The students will work with actual clients in agriculture, food, and natural resources. Additionally, several graduate students from AEC will be trained in various research technologies in the CCR through formal coursework. Finally, the RLOs will be developed, evaluated, and made available to a larger audience so additional faculty members and students can learn about how to use these approaches to research.
Impacts
What was accomplished under these goals?
Goal 1 has been accomplished through hour-long workshops for eye tracking, psychophysiology, and dial testing. All AEC Department members of the project attended the trainings provided by Dr. Glenn Cummins. The social media analytics training occurred as a more informal session between Lisa Low, Dr. Courtney Meyers, and a doctoral student in the AEC Department. Goal 2 is ongoing. Three specific projects have been completed regarding this goal; all are doctoral student dissertations advised by members of the project team. One was an eye tracking study, another was psychophysiology, and the final one used social media monitoring. The eye tracking study was completed during the summer while the other two data collections occurred during the fall semester with the data still to be analyzed and reported. An additional master's student partnered with the Center for Communication Research to conduct her study in the CCR's available lab space. While her study did not use the research technologies featured in this project, the results of her study will inform future studies that can be conducted using these tools. Goal 3 has been initiated. Conversations with online learning experts have helped form how these RLOs will be structured. We have also spoken to a representative with eXtension to identify how we can share the RLOs via their platform. A doctoral student in Mass Communications was hired part-time to assist with this aspect along with an undergraduate student in the AEC Department. These students began the framework for the RLOs and have initial work done on the first RLO about psychophysiology. Goal 4 was slightly addressed in the current time frame. Dr. Courtney Meyers presented the initial work on the project at the NLGCA Project Directors meeting held in conjunction with the NARRU meeting in October. Additionally, a research paper from the eye tracking study was accepted for a conference and will be presented in February 2018.
Publications
- Type:
Theses/Dissertations
Status:
Submitted
Year Published:
2017
Citation:
Fischer, L.M. (2017). Examining the role of motivational salience, issue involvement, and pre-existing attitudes on selective attention and attitude strength to advertisement. Unpublished doctoral dissertation. Texas Tech University: Lubbock, TX.
- Type:
Conference Papers and Presentations
Status:
Accepted
Year Published:
2018
Citation:
Fischer, L. M., Meyers, C. A., Cummins, R. G., Gibson, C., & Baker, M. (Accepted). Creating relevancy in scientific information: An analysis of the impact of motivational salience and involvement on visual attention. Paper presented at the Southern Association of Agricultural Scientists: Ag Communications Section, Jacksonville, FL.
- Type:
Other
Status:
Other
Year Published:
2017
Citation:
o Meyers, C., Cummins, G., Baker, M., Irlbeck, E., Gibson, C., & Low, L. (2017, October). The consumer experience: Using innovative research tools to develop and test messages about food and agricultural sciences. Poster presented at the NLGCA Project Directors Meeting, Morro Bay, CA.
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