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A New Approach to Communication Method in Forest Science and Media Type Effects: An Application of Elaboration Likelihood Model  

Hong, Sung-Kwon (Department of Environmental Science, Konkuk University)
Park, Mi Sun (Institute of Forest Policy, University of Goettingen)
Kim, Jae Hyun (Department of Environmental Science, Konkuk University)
Lee, Sang-Woo (Department of Environmental Science, Konkuk University)
Publication Information
Journal of Korean Society of Forest Science / v.96, no.4, 2007 , pp. 377-386 More about this Journal
Abstract
This study testes an application possibility of the Elaboration Likelihood Model broadly used in communication science into forest science and examines the communication effects according to the media types. To examine the effectiveness of this model, the study sets involvement, the need for cognition, and the need for effect as motivation variable and prior knowledge as an ability variable. Most variables appear to be significant in the regression analysis and results of the study verify the possibility of the application of the Elaboration Likelihood Model in forest science. To measure the media effects, a simulation is also carried out using three media including television, newspaper, and the Internet. According to ANOVA analysis, television is more persuasive than newspaper, and there is no difference between television and the Internet in terms of persuasiveness. Regarding recall, television and the Internet are more effective than newspaper. Finally, the present study suggests effective and efficient forest communication policies based on the results.
Keywords
Elaboration Likelihood Model; media; forest communication;
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