Examining critical elements of the animal harvesting process: A self-report psychophysiology study

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Educational materials must constantly be evaluated for their effectiveness toward their intended audience. In a world that is ever more dependent on agriculture for viable protein options, educational materials and pathways of communications work in concert with the psychology of the human mind to best educate the learner about current and changing agricultural practices. The purpose of this study was to evaluate self-reported psychophysiological responses within elements of the animal harvesting process. This study specifically utilized a portion of the Glass Walls Project beef harvesting educational video, produced by the North American Meat Institute (NAMI) and Dr. Temple Grandin, to provide educational insight behind the walls of an animal processing facility. This project was quantitative in nature and guided by a descriptive-correlational research design. A convenience sampling strategy of college students from Texas Tech University resulted in an accepting sample of N = 232. Utilizing the Self-Assessment Manikin (SAM) model for self-reported dimensional emotions, results identified relationships between emotional responses and a participant’s gender, race/ethnicity, college within Texas Tech University, classification, hometown population, political orientation, religious beliefs in regard to meat consumption, social beliefs in regard to meat consumption, voluntary dietary choices, red meat liking, and agricultural experiences. Future research endeavors have an excellent opportunity to use these educational videos to further analyze emotional responses in relation to agricultural education, communications, animal/meat science, and psychophysiology.

Agriculture, Education, Beef, Harvesting, Psychophysiology