229 Measuring the Effectiveness of Both Cognitive and Emotional Forms of Instructional Videos Related to the Beef Industry

Abstract

Abstract US citizenries are becoming detached from the animal agricultural industry, so what is the best way to bridge the knowledge gap? Results of studies have shown that video messaging could be a key factor in decreasing this gap. This study focused on assessing perceptions of young adults about animal agriculture as well as the effectiveness of emotional and cognitive videos featuring local farmers and experts in the industry to alter perception as well as develop and create trust for the beef industry. An invitation to participate was distributed to 10,000 students at Auburn University. Responses were stopped after receiving 500 complete responses. Participants were directed to a survey in Qualtrics. Participants were given a survey with 5-point Likert scale and open-ended questions over aspects of their opinions about animal welfare, diet/health of consumers of red meat and environment/sustainability of the beef industry. After viewing two videos, participants re-took the survey. Data were subjected to paired t-test statistical analysis using SPSS. Results showed the views of the participants about the beef industry improved by 82% after watching the videos. ATLAS was used to code negative and positive key words within open response questions. The emotional video had a greater impact (P < 0.05) on participants perceptions with 190 people choosing that video. In contrast only 99 participants preferred the cognitively designed video. Compared with cognitive messaging, emotional video when used as communication modalities may serve to diminish the knowledge gap relationship between the public and the beef industry.