Agricultural educators, leaders, communicators, and extension professionals are faced with the increasingly difficult task of sharing science-based information to a public that is exposed to an array of media options, which are not always factual. Additionally, issues related to agriculture and natural resources (ANR) have become increasingly complex, and people can elect to only read information or communication that supports their pre-existing views on a topic. The complexity of disseminating information in today's society has led to the proposal of a new theoretical model: The Decision-Making Model for ANR Science and Technology. This is a multi-facetted model utilizing the theoretical foundations from the Theory of Diffusion of Innovations, Theory of the Spiral of Silence, and the Elaboration Likelihood Model. In a world of echo chambers, this theory has the potential to break the cycle of decisions made with incomplete information and equip practitioners with the foundation needed to efficiently and effectively disseminate information through educational practice and informed communication efforts. An informed and aware public could make decisions about ANR science and technology with a more complete understanding of the issue, which would solve some of the wicked problems facing society today.

Food safety in restaurants is an increasing concern among consumers. A primary population segment working in foodservice is receiving food safety information through new media channels such as video social network websites. This research used content analysis to examine the purpose and messages of food safety‐related videos posted to YouTube. A usable sample of 76 videos was identified using “food safety” in the YouTube search function. Results indicate that videos must be artfully developed to attract YouTube users while conveying a credible and educational message. Communicators must also monitor new media for competing messages being viewed by target audiences and devise strategies to counter such messages. This one‐time snapshot of how food safety was portrayed on YouTube suggests that the intended purpose of videos, whether educational or entertainment, is not as relevant as the perceived purpose and the message being received by viewers. PRACTICAL APPLICATIONS Findings from this study inform food safety educators working with young adults about existing messages in emerging communications channels. Many youth are moving to new social networking and online resources for entertainment and education. These findings characterize food safety information youth can currently access on one such site. By knowing what complementary and competing messages exist, educators, food safety experts and communicators can more strategically develop messages for this medium, which, in turn, helps achieve their communication or educational objectives.

Enter or paste the title of the article here. Use sentence capitalization, i.e., capitalize the first letter of the first word and the first letter of any proper nouns.Susan W. Arendta, Kevin R. Roberts, Catherine Strohbehn, Paola Paez Arroyo, Jason Ellis & Janell Meyer How to cite this manuscriptIf you make reference to this version of the manuscript, use the following information:Arendt, S. W., Roberts, K. R., Strohbehn, C., Arroyo, P. P., Ellis, J., & Meyer, J. (2014). Motivating foodservice employees to follow safe food handling practices: Perspectives from a multigenerational workforce. Published Version InformationCitation: Arendt, S. W., Roberts, K. R., Strohbehn, C., Arroyo, P. P., Ellis, J., & Meyer, J. (2014) ABSTRACT: Hospitality managers deal with a very diverse workforce, employing workers from up to four different generations, which poses a challenge for managers as they attempt to train and motivate employees. Food safety is of particular concern in foodservice organizations. This study assessed the generational differences related to foodservice employees' perceptions of their supervisors' roles in food safety and how supervisors could improve their effectiveness. A mixed methods approach (survey and focus groups) was used. Qualitative data analysis revealed four themes: consistency, training, managers' behaviors, and employees' behaviors. Based on these, best practices are suggested for motivating a multigenerational workforce.

Food safety training has been the primary avenue for ensuring food workers are performing proper food handling practices and thus, serving safe food. Yet, knowledge of safe food handling practices does not necessarily result in actual performance of these practices. This research identified participating food service employees' level of agreement with four factors of motivation (internal motivations, communication, reward-punishment, and resources) and determined if respondents with different demographic characteristics reported different motivating factors. Data were collected from 311 food service employees who did not have any supervisory responsibilities. Intrinsic motivation agreement scores were consistently the highest of all four motivational factors evaluated and did not differ across any of the demographic characteristics considered. In contrast, motivation agreement scores for communication, reward-punishment, and resources did differ based on respondents' gender, age, place of employment, job status, food service experience, completion of food handler course, or possession of a food safety certification. In general, respondents agreed that these motivation factors influenced their likelihood to perform various safe food handling procedures. This research begins to illustrate how employees' demographic characteristics influence their responses to various motivators, helping to clarify the complex situation of ensuring safe food in retail establishments. Future research into why employee willingness to perform varies more for extrinsic motivation than for intrinsic motivation could assist food service managers in structuring employee development programs and the work environment, in a manner that aids in improving external motivation (communication, reward-punishment, and resources) and capitalizing on internal motivation.

Citrus is one of Florida's most prominent commodities, providing 66% of the total United States' value for oranges. Florida's citrus production decreased 21% in 2014 from the previous season, partly due to the disease citrus greening. The science of genetic modification (GM) is one of the most promising solutions to the problem. However, a majority of American adults believe foods produced using GM science are unsafe for consumption. This study investigated the diffusion of GM science among Millennial students in a College of Agriculture at a land-grant university and their intent to consume citrus from a tree developed with GM science. An online survey collected data about Rogers' diffusion of innovation model characteristics and intent to consume GM citrus from 98 respondents. Relative advantage and compatibility of GM science were rated most favorably; observability was rated the lowest. The majority of respondents were likely or extremely likely to consume fruit or juice from GM trees. Compatibility was the only significant predictor of likelihood to consume GM citrus. A better demonstration of GM science's relative advantage, compatability, trialability, complexity and observability through formal education is needed to improve GM science adoption by Millennials.

Purpose-The purpose of this paper is to present the challenges encountered when conducting qualitative research in foodservice operations and to discuss the strategies to overcome the identified challenges. Design/methodology/approach-The researchers conducted food safety observations, interviews, and focus groups with more than 600 foodservice employees and managers. The researchers encountered multiple challenges including institutional review board approvals, managements' willingness to participate, and organizational and cultural barriers. Findings-Obtaining in-depth, credible information through observations, interviews, and focus groups adds depth and breadth to hospitality studies. However, given high industry turnover, recruitment and retention throughout a study is problematic. Moreover, researchers encounter many barriers as they obtain data, such as establishing authenticity and overcoming Hawthorne and halo effects.

A foodborne illness outbreak can be costly to a retail foodservice operation. This research incorporated a mixed methods approach to develop an instrument for measuring retail foodservice employees' motivational factors related to following food safety practices. Using exploratory design for instrument development, a sequential data collection and analysis approach was taken. Instrument pilot testing revealed a reliable instrument with 3 factors related to external motivation. Additional items were added to also assess internal motivators. The final tool contained 35 questions assessing internal and external motivational factors. Uses of the instrument to help identify employee motivators are discussed.

The purpose of this study was to reexamine attitudes toward GM (genetic modification) science and explore whether tenets of the historic spiral of silence theory still exist to explain attitudes and willingness to expose attitudes. A national survey of 1,050 U.S. residents revealed the majority of respondents had positive attitudes toward GM science; however, these respondents were no more willing to express their attitudes compared to those with neutral or negative attitudes. The findings from this study did not fully support the spiral of silence but provided insight into public opinion formation and measurement.