Mountain Scholar :: Browsing by Author "Abrams, Katie, advisor"

Browsing by Author "Abrams, Katie, advisor"

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Open Access
Cis-male perspectives on advertising and marketing design for farm-to-table restaurants
(Colorado State University. Libraries, 2023) Jensen, Maya Faye, author; Abrams, Katie, advisor; Goar, Allison, committee member; Tham, Samuel, committee member
Sustainable green marketing emerged in the 1990's in response to consumer demands for greater access to sustainable options in an effort to protect future generations ahead. These changes would soon be incorporated into the self-regulation practice of corporate social responsibility (CSR) as it expanded businesses' concern for the environment through operations. Greenwashing emerged as some corporations took advantage of green marketing and were found guilty for misleading consumers about how environmentally responsible they were. Overtime, research has found environmental messaging in this context to be more traditionally feminine based on design elements like font, color, and imagery. This led the researcher to explore farm-to-table advertising, as there is limited research in this area regarding advertising and gender. Farm-to-tables reduce their carbon footprint by designing their menus to be seasonal and sourcing ingredients from local farms. An exploratory, qualitative study was conducted to understand cis-male college students' perceptions of and experiences with ads for farm-to-table restaurants as this perspective is often left out in marketing for this business. This study and its supplementary materials were guided by social role theory, theory of green purchase behavior and source credibility theory. A thematic analysis of participants' responses led to the emergence of four themes. Results from interviews with Colorado State University cis-male college students provided deeper insights into how design elements, previous experiences, relationships and perceptions impacted their attitudes and perceived credibility towards farm-to-table restaurants.
Open Access
Effects of visual design in beef seedstock ads on trust, credibility, and intent to seek more information
(Colorado State University. Libraries, 2018) Marley, Morgan Lynn, author; Abrams, Katie, advisor; Castillo, Dani, committee member; Ahola, Jason, committee member
This study was intended to analyze the effect of a visual design on the viewer's trust, credibility, and intent to seek more information among Angus cattle producers. To test this relationship, 561 beef producers were recruited from Angus Media subscribers. The independent variables in this study were comprised of graphic design principles – unity, emphasis, and perceptual forces. A post-test only with control group experimental design was conducted to gather experimental data. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence viewers perceptions of trust and credibility or intent to seek more information. However, one of our research questions did reveal stronger designed ads are significantly related to trust. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups. For future studies, we recommend a replication of this study with no brand description used in the experiment. Additional studies could compare mediocre design to superb design implemented within an ad. In other areas of study, we recommend information measures and impacts of a first impression through different brand descriptions.
Open Access
Exploring college students' interpretations and implications of the use of cannabis leaves on packaging of foods with hemp-derived ingredients
(Colorado State University. Libraries, 2020) Del Pozo, Carolina, author; Abrams, Katie, advisor; Sivakumar, Gaya, committee member; Thilmany, Dawn, committee member
One of the main communication channels used to acquire consumers' attention through emotional appeal is packaging, and after more than 80 years of stigma, the hemp industry is quickly developing in terms of the design and establishment of their products. In 2017 this industry reported $820 million in retail sales, 17% coming from food products. Designers have adopted different packaging approaches hoping to communicate efficiently with their customers. Some of them use green cannabis leaves on the package design of hemp-derived products, possibly driving the audience to different conclusions around the product. There is limited research done around hemp food advertising and the reframing of people's mentality around hemp and cannabis. There is a lack of academic research around the meaning of this symbol in general or in combination with marijuana products. For this reason, the purpose of this research is to; 1) explore people's beliefs around cannabis leaves and their symbolism in consumable hemp products, and 2) understand the attitudes, social norms, perceptions about product availability, and intent to purchase these products using the focus groups method. Two approaches were considered. Semiotics studies (i.e., the study of signs and symbolism), which offer lenses through which to further examine the consumer's perspective and beliefs on hemp food product consumption to navigate schemas around cannabis that could negatively impact the marketability of these products. Theory of Planned Behavior, which provide guidelines to understand the decision-making process around the purchase said products. It was found that late Z generation beliefs around the signs and symbols presented in the packages had an impact in their attitudes towards the product. Low behavioral control was one of the main limitations they considered when deciding whether to purchase hemp food products. Consumers self-described habits and past behavior were more strongly connected to their behavioral intention compared to attitudes.
Open Access
Human-wildlife interactions and Instagram credibility
(Colorado State University. Libraries, 2022) Nankey, Paige, author; Abrams, Katie, advisor; Park, Young Eun, committee member; Burkhardt, Jesse, committee member
Wildlife selfies are becoming a more common occurrence on social media platforms today. However, approaching wildlife with the intent to use them as a photo prop can be detrimental to both the humans and the wildlife involved. By utilizing source credibility and familiarity, this study works to identify an effective method that dissuades individuals from taking wildlife selfies and posting them on Instagram, mainly by analyzing the self-reported behavioral beliefs and intentions of participants. This study varied source credibility on three levels in terms of trust and authority while also varying how familiar different wildlife species are to Colorado university students. Results determined comment author source credibility and wildlife species familiarity did not significantly affect the behavioral intent or beliefs of respondents when it comes to wildlife selfies. However, the interaction between comment source credibility and wildlife species familiarity did significantly affect the behavioral intentions and beliefs of respondents. The mixed findings of this study as thus able to contribute to and expand upon existing literature, while also providing evidence of a need for more research in this area in order to better understand social media credibility and best practices for advocating for individuals keeping their distance from wildlife, especially when it comes to posting these close encounters online.
Open Access
Montana cattle ranchers' perceptions of USDA APHIS involvement in brucellosis monitoring in the greater Yellowstone area
(Colorado State University. Libraries, 2019) Bonser, Chelsea, author; Abrams, Katie, advisor; Champ, Joseph, committee member; Enns, Kellie, committee member
Brucellosis is a bacterial disease that that causes abortions in domestic and wild ungulates including cattle, bison and elk. The disease has been almost completely eradicated in the U.S., besides the last remaining reservoir in the greater Yellowstone area (GYA). Brucellosis has spread rapidly through the region by migrating elk herds, making efforts to control and track the disease increasingly difficult. Brucellosis can also be transmitted to humans, making the GYA an area of increased public health concern. The need to increase communication and understand relationships between cattle ranchers and the federal government is important in mitigating the spread of brucellosis between animals and humans. The United States Department of Agriculture Animal and Plant Health Inspection Service (USDA APHIS) regulates brucellosis management on a federal level, while the Montana Department of Livestock (DOL) enforces federal regulations on a state level through a brucellosis management program including a Designated Surveillance Area (DSA) program and brucellosis testing, vaccination and identification regulations. DSA boundaries represent areas of the GYA with potential brucellosis-infected animals. Described as a "wicked problem", brucellosis is an issue that demands an increased understanding of rancher perceptions that will gain insight on views of federal and state government involvement in brucellosis monitoring as well as the brucellosis problem itself. This study explored Montana cattle rancher perceptions through ten qualitative, in-depth interviews using a phenomenological approach. This study employed the Situational Theory of Publics (STP) as a dominant theoretical framework, as it allows for a detailed classification of publics which helps explain how and why they seek information to overcome a problem. Complimentary to STP is the Situational Theory of Problem Solving (STOPS), which was used as a secondary framework to further analyze how publics scan and select information that fits within a problem-solving situation. The findings from this study suggest that rancher perceptions surrounding government agencies and brucellosis are shaped by rancher experiences with predators and economic burdens of brucellosis regulations. Data also uncovered that ranchers had varied levels of knowledge in the epidemiology of brucellosis, but all agreed that the disease was a threat to public health. While most of the ranchers found the DSA program and brucellosis management regulations to be of value, perceptions of government agencies were mixed. Ranchers felt they played a role in solving the brucellosis problem, but to different extents. Ranchers also recognized the need for increased communication surrounding brucellosis management in the GYA. Recommendations that developed from this study can help to find common ground between government agencies and Montana ranchers in the GYA, as well as help guide communication and discussion surrounding the control of the disease.
Open Access
Ranchers' readiness to adopt GPS-based mobile application technology to brand and identify cattle
(Colorado State University. Libraries, 2014) Baker, Chase, author; Abrams, Katie, advisor; Switzer, Jamie, committee member; Switzer, Ralph, committee member
The longstanding process of cattle branding remains relatively unchanged since the origination of the technique. Meanwhile, society continues to adapt alongside the evolution and progression of technological advancements. The infiltration of technology into the realm of ranching and, specifically, branding seems to be inevitable, though the readiness of ranchers to accept the fusion of branding with technology remains to be fully understood. To achieve a better understanding of this level of readiness, a conceptualization for a mobile application used in conjunction with a GPS microchip was developed. An exploratory, qualitative study was conducted to examine the readiness level for ranchers to abandon conventional branding methods in favor of the proposed technological approach. A combination of theories and models--diffusion of innovations, technology acceptance model, non-adoption of innovations, and uses and gratifications--were used in tandem to formulate the research questions. Nine in-depth interviews with ranchers across the state of Colorado yielded a better understanding of the current level of readiness for adoption of such an innovation. An analysis of the phenomenon at hand produced results demonstrating that ranchers are not ready to abandon their current practices. A strong affinity for the ranching lifestyle and distrust in technological security heavily influenced the respondents' hesitancy to express a willingness to adopt. The study conclusion posits that an agricultural innovation such as this concept for branding must preserve as many aspects of tradition as possible and must be introduced to the ranching community on a trial basis, thus allowing the spread of adoption to take place organically.
Open Access
Risky photography in national parks: an examination of the role of online identity management in wildlife risk perceptions
(Colorado State University. Libraries, 2018) Evans, Caitlin, author; Abrams, Katie, advisor; Sivakumar, Gayathri, committee member; Long, Marilee, committee member; Williams, Elizabeth, committee member; Teel, Tara, committee member
Technology and an ever-growing online culture have created a new space to display, modify, and maintain personal identity. These spaces can often perpetuate risky behaviors offline by creating a need to share, comment, and like photographs and status updates. This need for online spaces is blurring our online and offline identities. Previous research has indicated a motivating factor for social interaction as the need for social capital. Social capital is defined by the resources we gain from our connections with others and online spaces might be creating a new space to foster and maintain these connections with others. Research has also indicated multiple types of social norms as a factors in the human decision-making process. This is true for both risk communication and environmental communication research. This research examined the relationship between online identity management and risk perceptions pertaining to approaching wildlife in national parks to take photos. It proposed a theoretical model of wildlife risk perceptions and identity that investigated relationships between online wildlife photography social norms, online social capital, online identity management, wildlife risk perceptions, wildlife risk social norms and the likelihood of taking risky wildlife photographs. Utilizing survey methodology, college students were asked a series of Likert-style question. Pearson's correlations were conducted to investigate the relationships among some of the independent variables. A multiple linear regression analysis was conducted to investigate the impact the independent variables (online wildlife photography social norms, wildlife risk social norms, wildlife risk perceptions, interest in online identity management, and social capital) have on the dependent variable (likelihood of taking risky wildlife photographs). Finally, a multiple linear regression with interaction effect was conducted in order to investigate a connection between wildlife risk perceptions and interest in online identity management. Participants were also asked open-ended questions in order to get a more in-depth analysis of motivating factors for risky wildlife photography. Findings indicate that social norms impact the likelihood to take risky wildlife photographs both directly and indirectly through their correlation with wildlife risk perceptions. Online social capital and social norms both influence online identity management. Wildlife risk perceptions, wildlife risk social norms, and park familiarity significantly predict the likelihood of taking risky wildlife photographs. The qualitative data indicated a difference in individual's beliefs about the risk level of certain wildlife. Risk perceptions and what influences those perceptions seem to be the factors most influential in the likelihood of taking risky wildlife photographs. Social norms, risk perceptions, and online identity play a small part in the decision to take risky wildlife photographs. Participants also seemed to think that education about wildlife or illustrating negative experiences might increase risk perceptions and cause people to think twice about getting too close to wildlife in a national park. The complicated nature of risk perceptions poses a problem when it comes to message design. Different people have different perceptions about certain types of wildlife. However, increasing awareness about the dangers of wildlife, pointing out how getting close to wildlife is dangerous for the wildlife themselves, creating social norms about behavior around wildlife all might be potential avenues that communication practitioners and park staff could use to help reduce human-wildlife interactions in parks.
Open Access
The impact of message type and format on consumers' food quality perceptions and decision-making in online grocery purchasing
(Colorado State University. Libraries, 2021) Tilak, Elizabeth Frances, author; Abrams, Katie, advisor; Anderson, Ashley A., committee member; Graham, Dan J., committee member; Long, Marilee, committee member; Mueller, Megan, committee member
According to the Total Food Quality Model (TFQM), consumers evaluate many food messages and cues in order to assess food quality during the food purchase decision-making process. Consumers couple food cues with their own knowledge, interests, skills, memories, and values in an iterative process as they assess food quality. The presentations of food cues and messages are important in this food quality assessment process for a number of reasons. First of all, the type of food messages can impact this process. Sensory messages elicit a different impact on food quality decisions than do health-related food messages. Secondly, the presentation format of food messages can impact consumer attention to messages, in addition to the resulting attitude and willingness-to-purchase products in online purchasing decisions. When products are presented in an online format, consumers are restricted in their abilities to fully assess a product's physical, general, and abstract characteristics compared to when shopping in a brick-and-mortar store. These product characteristics of tangibility are limited in the online format; minimal tangibility can negatively increase consumer uncertainty, increase perceived risk, and decrease willingness-to-purchase online products. Presentation formats that enhance media richness, including increasing vividness and interactivity, have been shown to support tangibility and minimize consumer uncertainty and perceived risk, and strengthen attitudes. In the online grocery purchasing environment, low levels of media richness are employed; food product presentation is limited to static photos, price, size, and minimal ingredient and nutrition information. Finally, online food messages and presentation format may impact food quality decision-making. This could impact evaluations of healthful foods in the online venue in order to support increased positive attitude and willingness-to-purchase these foods. The following research experiment is an online within-subject design study in which factors of message type and message format are manipulated in six different treatment conditions. A total of 242 subjects participated in the study from a sample population of undergraduate college students. A one-way repeated measures analysis model was used to measure main effects of the message treatment conditions. Potential interactive effects of health interest and knowledge were included in the model. Results showed that no main effects were observed among any of the message treatment conditions. No interactive effects were observed from any of the potential covariates, including health interest and knowledge. It is concluded that the message type and message formats displayed in this study were not effective in impacting variations in participant attitude and willingness-to-purchase the food products in the online grocery simulation. Future research should investigate aspects of online food specific message types and degrees of media rich presentations that may positively impact participant food quality choice factors, particularly for foods that are encouraged for public health benefit.

Browsing by Author "Abrams, Katie, advisor"

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