DEVELOPING AND TESTING SCIENCE COMMUNICATION MODELS TO INCREASE ADOPTION OF EMERGING AGRICULTURAL TECHNOLOGIES AND BEST MANAGEMENT PRACTICES

The primary goal of this project is to develop and test theoretical models that examine how cognitive indicators, contextual considerations and multivariate influences interact in the decision-making process. A secondary goal of the project is to use the findings to inform the development of science communication interventions that will be tested to see if they are impacting decision-making with the expectation that decisions will be made from an informed perspective. The following null and alternative hypothesis will inform the research:Ho1: A theoretical model to explain how cognitive indicators, contextual consideration and multivariate influences cannot be created.Ha1: A theoretical model to explain how cognitive indicators, contextual consideration and multivariate influences can be created.Ho2: Science communication interventions informed by theoretical testing do not result in informed decision making.Ha2: Science communication interventions informed by theoretical testing result in informed decision makingAgricultural ProducersObjective 1:Identify how individualcognitive indicators, context, values, beliefs, knowledge levels, and prior experienceinfluence agricultural producers when making technology adoption decisions.Objective 2:Measure the effect of social influence on agricultural producers' decision-making process related to the adoption of emerging technologies and best management practices.Objective 3: Determine if targeted science communication interventions result in agricultural producers making informed decisions when choosing whether or not they will adopt emerging technologies and best management practices.PublicObjective 4:Identify howcognitive indicators, context, values, beliefs, knowledge levels, and prior experienceinfluence public acceptance or rejection of agricultural best management practices and use of emerging technologies.Objective 5:Determine if targeted science communication interventions result in the public making informed decisions regarding the acceptance or rejection of agricultural best management practices and use of emerging technologies.