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ERIC Number: ED174777
Record Type: RIE
Publication Date: 1979
Reference Count: 0
The Importance of Motivational Appeals to Cooperative Extension Agricultural Clientele. Summary of Research.
Wilson, Gary; Newcomb, L. H.
A study was conducted to determine the relationship of certain motivational appeals to the extent of participation of extension clientele, as perceived by these clientele. A stratified random sample of thirty counties from the ten extension supervisory areas of Ohio was used for the study. This sample provided for 395 adult agricultural clientele who had been served by or involved with the Ohio Cooperative Extension Service (CES). Data were obtained through the use of mail questionnaires. There were two major conclusions. First, in general, most agricultural clientele of the Ohio CES rated every motivational appeal used in this study in either the "used sometimes" or "used very little" categories. The appeals that were rated as being used the most include some of the following: stressing the importance of making some money; advertising an important person or noted guest speaker; advertising programs to challenge people (mentally) to accomplish more, and advertising programs to promote how to enjoy leisure time. Second, stressing the importance of making money, advertising that work will be easier or simpler, and advertising the need for serving others, were three appeals that were found to be positively correlated with at least two or more measures of participation. (JH)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Ohio State Univ., Columbus. Dept. of Agricultural Education.
Note: Not available in hard copy due to light and broken type