Research Agenda

We all need to share our stories...

Below you will find my research model that drives the particular research questions I am interested in. I am particularly interested in the effects of narrative communication abut agricultural issues on consumer's likelihood to elaborate and cognitive load. My guiding research question is: "How do we effectively and innovatively share agricultural stories and messages, in a media landscape with new communication technologies, without increasing cognitive overload or negative attitude change among consumers? Below you will find some of the sub-questions and factors of interest I am interested in.

What are the influences of Narratives on Cognitive Capacity?

  • What words do consumers select/integrate into their working model?

  • What pictures do consumers select/integrate into their working model?

  • What peripheral cues resonate with consumers?

  • How can message signaling enhance the experience?

How can emerging technologies enhance narrative transportation?

  • Virtual reality and augmented reality

  • Artificial Intelligence

  • Presence theory 

  • Interactivity

  • Media richness theory

  • 360 video

How can Emerging technologies reduce Cognitive Load?

  • Information processing

  • Segmenting information for essential processing

What are the influences of narrative transportation?

  • Source credibility of story teller

  • Need for cognition of story receiver

  • Knowledge gaps

  • Prior attitudes and values

How do we communicate in narrative form?

  • What message frames will consumers accept?

  • Uses & Gratifications

  • What media or modality should be used for different issues?

 
 
 
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