The carrot versus the stick

The carrot versus the stick. Reward versus punishment. Cajoling versus directing. When it comes to the farm to consumer conversation, would we get better results by combining methods or putting more emphasis on one over the other? What about a third option that doesn’t employ either carrot or stick? The RESPECT model, developed by Yale psychologist Paul Marciano, is based on three tenets: “Empower your … Continue reading The carrot versus the stick

How confirmation bias makes it difficult for consumers to engage with your ag messages – and what you can do about it

Cognitive biases are “systematic errors in thinking that affect the decisions and judgments that people make”[1]. With the intent of saving itself time and energy, the brain makes split-second categorizations and decisions based on previous knowledge and experience. Biases are formed from a variety of information processing shortcuts known as heuristics. These mental shortcuts are how the brain applies the principles of efficiency to cope … Continue reading How confirmation bias makes it difficult for consumers to engage with your ag messages – and what you can do about it

Word

That one simple word (no pun intended – okay, who am I kidding: as a certified word nerd I totally intended that pun) can conjure up several images: a dictionary, an affirmative response (statement: “That new DOT autonomous seeder is incredible!” Reply: “Word!”), memories of high school essays, Scrabble games, the emotional parting words from a loved one. And like those multiple perceptions, people can … Continue reading Word