The Effect of Source On Agricultural Producers' Perceptions of Credibility
Metadata[+] Show full item record
This field experiment sought to examine the effects of a media source on agricultural producers' perceptions of credibility and agricultural advertising influence in a news story. Subscribers to DTN/The Progressive Farmer received one of two possible versions of the same news story in an e-mail survey: one labeled with a farm media brand and one labeled with a mainstream media brand. After reading the story, participants answered a series of questions on the credibility of the story and the likelihood of agricultural advertising influence on it. The source of the story significantly influenced readers' perception of credibility; specifically, readers of the farm media story ranked it as fairer, more trustworthy, and far less biased than readers of the mainstream media story. However, readers' rankings of the accuracy and completeness of the story were not significantly influenced by the source and were perhaps influenced more by the content. Agricultural producers also did not respond differently to questions about advertising influence when reading the news story under different media labels. Respondents did not appear to consider the heightened advertising pressure and influence on farm media that previous research has noted.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
Showing items related by title, author, creator and subject.
The credible brand model : the effects of ideological congruency and customer-based brand equity on media and message credibility Oyedeji, Tayo A., 1976- (University of Missouri--Columbia, 2008)This study proposes and tests the credible brand model (CBM), a model that explicates the processes by which media audiences make credibility judgments about media outlets and their products. The primary postulate of the ...
Helterbrand, Jordan (University of Missouri--Columbia, 2020)[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI--COLUMBIA AT REQUEST OF AUTHOR.] As companies increasingly use social media and online platforms as an advertising tactic, many are beginning to recognize the value of ...
Credibility concerns for online newspapers : do reporter comments influence perceptions of credibility? Stephens, Challen (University of Missouri--Columbia, 2014)This study seeks to explore the effects of reporter comments on perceptions of credibility when readers encounter traditional news in an online format. Using a between-groups design, the study enlisted volunteers from a ...