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    Author(s): Michael A. Tarrant; Christine Overdevest; Alan D. Bright; H. Ken Cordell; Donald B.K. English
    Date: 1997
    Source: Society & Natural Resources 10:537-550, 1997
    Publication Series: Miscellaneous Publication
    PDF: View PDF  (162 KB)

    Description

    This study examined ways of generating favorable public attitudes toward ecosystem management (EM). Five hundred rural residents of the Chattooga River Basin (CRB) participated in a telephone survey. A recent Forest Service message on EM was compared with four messages developed using the elaboration likelihood model (ELM) and a control (no message) group in their ability to produce favorable attitudes toward EM. The four ELM messages were generated using combinations of high versus low personal relevance and strong versus weak argument strength. The interacbon of argument strength and personal relevance along with prior knowledge of EM was also explored. Results show that (1) generally, CRB residents have very low knowledge of EM and (2) the most favorable attitudes were associated with messages containing strong arguments. Evidence of a three-way interaction (personal relevance by knowledge by argument strength) was found. Explanations for the three-way interaction as well as theoretical and applied implications of rhe study findings are discussed.

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    Citation

    Tarrant, Michael A.; Overdevest, Christine; Bright, Alan D.; Cordell, H. Ken; English, Donald B.K. 1997. The Effect of Persuasive Communication Strategies on Rurual Resident Attitues Toward Ecosystem Management. Society & Natural Resources 10:537-550, 1997

    Keywords

    argument strength, attitudes, ecosystem management, elaboration liklihood model, knowledge, personal relevence

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