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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.

Writing skills are imperative for students in any career; however, many students have acknowledged avoiding courses that emphasize writing. These same students fail to learn proper mechanics during their post-secondary education. Writing intensive courses have served as a place where students have the opportunity to improve confidence, minimize avoidance-like attitudes, and improve writing techniques. Prior literature has found a relationship between self-efficacy and writing apprehension; additionally, research has suggested how pedagogical strategies can be used to improve self-efficacy. This study sought to explore how the implementation of pedagogical activities changes self-efficacy and the student's level of writing apprehension. A qualitative research design allowed for a thick description of the students' perceptions and reactions to pedagogical activities. The findings suggested pedagogical practices and the role of the instructor played important roles to improve student confidence in writing. Specifically, practicing writing, opportunities to edit and reflect, following a guide, and writing about what matters may be used in courses to improve confidence and writing skills. Additionally, the instructor should provide constructive criticism and serve as a coach during the learning process. In order to improve writing curriculum and student confidence toward writing, instructors should incorporate these recommendations into their curriculum.

Writing skills are one of the most important skills college graduates need to possess; however, college graduates struggle to complete written communications proficiently in the workforce. Previous researchers have explained that college instructors must understand the students' fears with writing in order to create effective writing curriculum. Writing apprehension has been described as one of the main factors hindering students' motivation to write and confidence to complete writing responsibilities. In the college setting, negative views toward writing cause low motivation to enroll in writing courses or take the course seriously; ultimately, writing apprehension causes students to not make writing a priority. Using the theoretical framework of self-efficacy, this paper sought to explore how a writing intensive course changed a student's confidence or belief in their writing skills, and in turn, how the intensive writing course improved their writing apprehension. A two-phase, convergent parallel design mixed methods study was used to determine what change, if any, occurred during the writing intensive course. The findings showed writing apprehension, or avoidance-like attitudes, may be diminished in undergraduate students throughout the duration of a writing intensive course. Recommendations for practitioners and future research are also provided.

In the face of increasing consumer scrutiny of the food supply chain, communication practitioners have been determined to understand public perceptions of the food production process from 'farm to fork.' The beef industry has been of particular interest due to the relatively high production emissions and an increased level of public support for environmentally friendly food behaviors, such as eating less beef. To address these concerns, the USDA and industry organizations are creating programs to incentivize and promote climate-smart beef production practices. Further, a new market is being created, where products may be labeled as 'sustainable' or 'climate-smart.' In order for this market to thrive, communicators and educators must strive to educate the public about these production practices; however, little is known about how to educate the public and market these climate-smart production techniques to the public. This study sought to identify and describe unique target audiences for educational communication about climate-smart beef production using audience segmentation. Through a K-means cluster analysis, we identified four strategic target audiences based on respondents' climate change concern, political ideology, trust in science, and perception of the environmental responsibility of the beef industry. After, we described each cluster's demographic characteristics, beef consumption frequency, attitude toward sustainable food products, and preferred communication sources to inform strategic communication efforts. This study provides insight and recommendations for educators and other practitioners communicating about climate-smart beef as well as areas of future research into this emergent area. [ABSTRACT FROM AUTHOR]