Download The Self-Identification of Opinion Leaders in an Agricultural

Innovative Idea Poster
The Self-Identification of Opinion Leaders in an Agricultural Leadership Program
Adam Boudreaux, Graduate Assistant
[email protected]
Avery Culbertson, Graduate Assistant
[email protected]
Dr. Hannah Carter, Assistant Professor
[email protected]
Dr. Alexa Lamm, Assistant Professor
[email protected]
University of Florida
PO Box 110540
Gainesville, FL 32611-0540
Telephone: (352) 273-2567
Introduction / Need for Innovation
Opinion leaders use their influence and knowledge of specific topics to sway the opinion of
others (Rogers, 2003). However, the opinion leader’s confidence in the information source, and
resulting willingness to repeat information, can be influenced by their risk aversion tendency
(Windham, 2009). Arndt and Largen (1972) indicated that there are strong relationships between
risk perception and information-seeking behavior. Opinion leaders seek information naturally,
but the source of the information might influence the likelihood that the information will be
shared (Windham, 2009). Page, Shapiro, and Dempsey‘s (1987) study noted “news from
different sources tends to have effects of different magnitudes and sometimes different
directions” on individuals” (p. 31). Extending this to risk aversion and opinion leaders, the
source creditability can influence if the information is worthy of the risk to the leader to
disseminate information.
Individuals selected to be part of an agricultural leadership program are recognized as leaders
within their industry, and therefore, are opinion leaders as indicated by their participation. When
selected, these individuals may not be aware that they are already opinion leaders for their
business, community, and/or industry. Additionally, these individuals need to recognize their
tendency to disseminate information based on their personal risk aversion.
Opinion Leadership
Berlo, Lemert, and Mertz (1970) stated that “an individual’s acceptance of information and ideas
is based in part on who said it” (p. 563). Individuals can influence others frequent attitudes or
behaviors through opinion leadership to achieve desired objectives (Rogers, 2003). When
making decisions, opinion leaders influence important determinants of an individual’s behavior,
thereby influencing opinion formation (Bearden, Netemeyer, & Teel, 1989). Valente and
Pumpuang (2007) defined opinion leaders as “people who influence the opinions, attitudes,
beliefs, motivations and behaviors of others” (p. 881). Characteristics of opinion leaders include
knowledge and involvement in activities related to their area or industry and willingness to stay
informed about new issues (Corey, 1971). Through social capital, opinion leaders can shape
individuals’ reactions to social issues (Scheufele & Shah, 2000, p. 109). This type of leadership
is not found in positional power but is earned through competence, social accessibility and
understanding of the system (Rogers, 2003).
Risk Aversion
An individual’s perceived risk attitude is defined as “the willingness to trade off units of
perceived risks for perceived return” (Blais & Weber, 2006, p. 34). According to Blais & Weber
(2006) “people differ in the way they resolve decisions involving risk and uncertainty, and these
differences are often described as differences in risk attitude” (p. 33). Studies have indicated that
risk taking and aversion to various issues can be perceived differently by different individuals.
One individual can rate separate issues or situations as higher risk than other issues based on the
individual’s familiarity and control of the subject at hand (Blais & Weber, 2006).
Agricultural Leadership Programs
In agricultural leadership programs, adult leaders are challenged with issues facing their
industries and the opportunity to prepare themselves for leadership roles in their industry and
community (Diem & Nikola, 2005). Through these programs, participants increase
understanding of the economic, political, and social issues (Miller, 1976).Programs that have
been established in 39 states, provinces, and countries (Lindquist, 2012) and use a variety of
teaching methods (Strickland & Carter, 2007). The agricultural leadership program used in this
study aids in the development of agricultural and natural resource leaders in [state]. The program
prepares individuals to assume leadership roles in their organizations, industries and
communities and to develop networks across the state and its industries ([Leadership Program],
2011).
Innovation
Through the use of the risk aversion and opinion leadership scale (RAOLS), which is based on
the Domain Specific Risk Taking Scale (Blais & Weber, 2006), adult learners in the leadership
program are able to self- identify their opinion leadership ability and risk aversion tendencies
early in the program, allowing for maximum development of their leadership ability. Since
assessing the effectiveness of adult educational programs to encourage positive community
change is part of the National Research Agenda for Agricultural Education 2011-2015 (Doerfort,
2011), a study of agricultural leaders being aware they can influence the opinions of others can
provide valuable data, a description of the needs of program participants, and a direction for
future research.
How it works/ Methodology/ Program Phases/ Steps
The RAOLS is an assessment distributed during the first seminar of an agricultural leadership
class using Qualtrics Survey Software. The purpose is to examine adult leader’s attitudes and
perceptions of [state] agriculture and natural resource issues. Questions within the RAOLS are
content specific. Prior to the first seminar, participants identify the issues they feel are important
to the states agriculture and natural resource industries. The issues are then incorporated into the
RAOLS. The first seminar should also include an introduction to the concept of opinion
leadership.
Results to date/ Implications
Recently, an agricultural leadership program in a southern state piloted the RAOLS. Prior to
taking the RAOLS, participants had been introduced to the concept of opinion leadership and
had been asked what issues they felt were important to the state’s agricultural and natural
resource industries. The three issues identified beforehand were “water,” “government
regulation,” and “immigration.” Under each issue heading, the RAOLS asked questions
pertaining to how much information the participant provides when talking about a specific issue,
the likelihood of discussing the issue, levels of optimism in certain situations, political
involvement, and propensity to take risks.
Future Plans/Advice to others
Future plans include administering the scale to future agricultural leadership classes. The
intention is to increase optimism, or decrease aversion to risk taking, thereby increasing the
probability that new leaders will share information on those subjects. This would allow
adaptionation of programming to ensure participants are providing leadership on these issues. By
becoming confident opinion leaders, participants can influence the opinions, attitudes, and
motivations of others within their industries (Valente & Pumpuang, 2007).
References
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