Globally Speaking: The Effect of Internal Message Frames on Attitudes and Cognitive Processing

Focused on Internationalizing Agricultural Extension within the Elaboration Likelihood Model of

Persuasion

National Conference on the Initiative to Internationalize Extension

January 2005

Introduction

The reality of globalization

Introduction

LiteratureReview

Methods

Findings

Discussion

Introduction

Extension Organizational

communication and Public Relations

Introduction

LiteratureReview

Methods

Findings

Discussion

Literature Review

Attitudes and persuasionIntroduction

LiteratureReview

Methods

Findings

Discussion

Literature Review

The Elaboration Likelihood Model (ELM) of Persuasion

Introduction

LiteratureReview

Methods

Findings

Discussion

Literature Review

The Elaboration Likelihood Model (ELM) of Persuasion

Introduction

LiteratureReview

Methods

Findings

Discussion

Literature Review

The Elaboration Likelihood Model (ELM) of Persuasion

Motivation to Process Issue involvement Need for cognition

Introduction

LiteratureReview

Methods

Findings

Discussion

Literature Review

In general, framing involves the organization and packaging of information

Goffman (1974)

"We actively classify and organize our life experiences to make sense of them."

“To frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described (Entman 1993)”

Introduction

LiteratureReview

Methods

Findings

Discussion

Problem

Introduction

LiteratureReview

Methods

Findings

Discussion

The Cooperative

State Research, Education,

and Extension Service

(CSREES)

National Initiative to Internationalize

Extension

Internal and

External Extension audiences

Global Interdependence in Agriculture: A User’s Guide to

Effective Communication

To what extent do alternative non-media message frames, when applied to the same issue, influence cognitive processing

and attitudes within the ELM for an internal communication within a specific organization?

Moral Norms

Americans like to “do the right thing” and they want to believe that their country is “doing the right thing” in the global arena.

“Adams said he was motivated to serve in Cameroon because he knows it is a place in the world where help is most needed and will be appreciated.”

“Adams is not working in Cameroon to make money. He is using his knowledge to make life better for people he does not know and I have no doubt his work will be highly successful,” said Eric Michaels, Interim Director at the research center where Adams is a professor.”

Introduction

LiteratureReview

Methods

Findings

Discussion

Mutual Benefit

People working together for the benefit of all.

Based on such benefits as:

Expanding trade and business opportunities

Ensuring safe, high quality food

Sharing scientific knowledge and information

Protecting and preserving the natural environment

Building human capital

“My first-hand experience with farmers in Cameroon has given me a deeper understanding of issues like marketing and food security – issues that we all face. As a result, I can share that global perspective with my students at the College, as well as producer groups in Rural County. In today’s economy where borders matter less and less, we have much to learn from each other.”

Introduction

LiteratureReview

Methods

Findings

Discussion

Methods

Introduction

LiteratureReview

Methods

Findings

Discussion

2 x 2 x 3Issue

Involvement:

High or LowNeed for

Cognition: H

igh

or LowMessage Frame:

Mutual Benefit,

Moral Norms,

control

Dependent Variables:

Attitudes toward internationalizing Extension

Argument Quality

Message Elaboration

Methods

Message stimuli testingA. Undergraduate course N = 73

B. Undergraduate course N = 89

C. Undergraduate course N = 70

Pilot testing A. Subset of actual population

B. Randomly selected extension Agents in Pennsylvania N = 26

Introduction

LiteratureReview

Methods

Findings

Discussion

Methods

National sample

Random assignment to treatment groups

Received instrument via a mailed package

Introduction

LiteratureReview

Methods

Findings

Discussion

Methods

InstrumentIntroduction

LiteratureReview

Methods

Findings

Discussion

Methods

Scales

Message Elaboration Coding Content analyses Subsample coded to establish intercoder

agreement using Cohen’s Kappa .72

Introduction

LiteratureReview

Methods

Findings

Discussion

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

Gender (all respondents)

Males44%

Females56%

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

0100200300400500

Director

Admin &

Pro

f

Supe

rviso

rs

Multi-

Coun

ty D

irector

Coun

ty Ext

ensio

n Age

nt

Other

Position within Extension

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

050100150200250300

Ag/Nat

l Res

ources

FYCS 4-

H

Econ

omic/

Comm D

ev

Sea Gra

nt

Ener

gy Ed

Other

Specialization within Extension

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

0

10

20

30

40

50

60

Early Late

Gender (% )

FemalesMales

05

10152025303540

Early Late

Age Group (% )

20 to 3031 to 4041 to 5051 to 6061 to 70

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

Low(1)

High(5)

XMean=3.67

Early RespondentsMean=3.65

Late Respondents

Issue Involvement – Early vs. Late

Low(1)

High(5)

XMean=3.59

Early RespondentsMean=3.64

Late Respondents

Need for Cognition – Early vs. Late

Findings

Introduction

LiteratureReview

Methods

Findings

Discussion

Descriptive Analysis

0

1

2

3

4

5

Perceived Importance of Activities

High Issue Involvement Low Issue Involvement

Hostin

g in

tern

atio

nal

visito

rs

Particip

atin

g in

sh

ort-te

rm in

tl exp

Readin

g sto

ries a

bout in

tl issu

es

Learn

ing fro

m o

ther cu

lture

s and

countrie

s

Particip

atin

g in

citize

n e

xch

anges

Attitudes toward internationalizing Extension

Introduction

LiteratureReview

Methods

Findings

Discussion

Tests of Hypotheses

Low NFC High NFC

Low Issue Involvement

High Issue Involvement

Low Issue Involvement

High Issue Involvement

Moral Norms

3.33 4.07 3.25 4.39

Mutual Benefit

3.37 4.04 3.35 4.43

Attitudes toward internationalizing Extension

Significant interaction between message frame, issue involvement, and need for cognition

Subjects high in issue involvement presented with the Mutual Benefit frame had more positive attitudes than subjects low in issue involvement presented with the Moral Norms frame.

Subjects high in issue involvement had more positive attitudes toward internationalizing Extension than subjects low in issue involvement.

Subjects high in NFC held significantly more positive attitudes than subjects low in NFC.

Of the independent variables, issue involvement was most strongly related to attitudes toward internationalizing Extension.

Introduction

LiteratureReview

Methods

Findings

Discussion

Tests of Hypotheses

Generation of Topic-Relevant Thoughts

Overall, more topic-relevant thoughts were generated by subjects exposed to the Moral Norms frame than by subjects exposed to the Mutual Benefit frame.

Subjects exposed to the Moral Norms frame also generated significantly more negative topic-relevant thoughts than did subjects exposed to the Mutual Benefit frame.

Issue involvement was a significant factor in the generation of topic-relevant thoughts for subjects exposed to the Mutual Benefit frame, but not for subjects exposed to the Moral Norms frame.

Introduction

LiteratureReview

Methods

Findings

Discussion

Tests of Hypotheses

Discussion

Key Findings Message frames resulted in some differentiation in

message elaboration, but not in attitudes toward internationalizing Extension.

Issue involvement and NFC were more influential than the message frames with regards to attitudes and message quality.

The Moral Norms frame and the Mutual Benefit frame were both more influential on the dependent variables than the control message.

Link between Framing and the ELM – different message frames can influence cognitive processing within the ELM

Demographics such as specialization within Extension may indicate potential groups for targeted communications in this context

Introduction

LiteratureReview

Methods

Findings

Discussion

Recommendations for Theory & Practice

Directions for Future Research Further exploration of relationship between framing

and persuasion, connected to the ELM Testing these frames discussed in the GII:

Global mayhem, Global environment, Security/Terrorism, Self-interest, Teamwork/Partnership, Group members, Ruthless competition, Teachers, Mentoring for autonomy, Neighbors, Democracy

Analyze the qualitative data To what extent are Extension communicators using

persuasion tactics for internal and external communications?

Expose subjects to multiple frames in the same study

Introduction

LiteratureReview

Methods

Findings

Discussion

Recommendations for Theory & Practice

Recommendations for Practitioners Increase issue involvement Develop more targeted communication

Develop a series of messages targeted toward individuals with low issue involvement

Develop and test a message presenting the risk of not internationalizing Extension

Introduction

LiteratureReview

Methods

Findings

Discussion

Questions…