What veterinarians need to know about communication to optimise their role as advisors on udder health in dairy herds.

The veterinary practitioner is one of the most important advisors for farmers in the field of udder health. He or she has the tools to improve udder health if farmers are motivated to do so. Many farmers think that udder health is important, but this does not always mean that management of mastitis is up to standard. Many veterinarians are of the opinion that they are unable to convince their clients of the possible profits to be gained from investing in management of mastitis. Something is required to bridge this gap. This article, based on data and experiences from The Netherlands, describes the communication issues that can be considered in order to improve the role of the veterinarian as advisor, to achieve better udder health. The outcome is beneficial for both farmers and veterinarians, the former for reasons of economics, welfare and ease of work; the latter because it creates extra, challenging work. It is concluded that the veterinary practitioner is in an ideal situation to advise and motivate farmers to improve udder health but, to do this, the means of communication need to take account of the different learning styles of farmers. The most important aspects of such communication are found to be a pro-active approach, personalisation of messages, providing a realistic frame of reference for the farmer, and use of the farmer's social environment. Importantly, all persons and organisations in a farmer's social environment should articulate the same message.

The effect of a national mastitis control program on the attitudes, knowledge, and behavior of farmers in the Netherlands.

Over the years, much effort has been put into implementing mastitis control programs in herds. To further improve utilization of such programs, there needs to be an understanding of the attitudes, knowledge, and behavior of farmers regarding udder health, and the way this can be influenced by mastitis control programs. This study aimed to explore the effect of a national mastitis control program on Dutch farmers' attitudes, knowledge, and behavior regarding mastitis. A total of 378 dairy farmers completed a survey on attitudes, knowledge, and behavior regarding mastitis before the start of a national mastitis control program in 2004, and 204 completed a similar survey in the final year of the program (2009). Although the average annual bulk milk somatic cell count (BMSCC) remained the same, the farmers' self-reported attitudes, knowledge, and behavior changed significantly. The problem level of BMSCC decreased from 285,000 cells/mL in 2004 to 271,000 cells/mL in 2009. More farmers perceived that they had sufficient knowledge about the prevention of mastitis (34% in 2004 vs. 53% in 2009) and they more often perceived that they knew the cause of a mastitis problem (25% in 2004 vs. 37% in 2009). The use of gloves for milking increased from 15 to 46%, the use of a standardized mastitis treatment protocol increased from 7 to 34%, and freestalls were cleaned more often (2.28 vs. 2.51 times/d) in 2009 compared with 2004. Most changes in attitudes, knowledge, and behavior did not differ between groups of dairy farmers whose herds had an initially low (≤ 162,000 cells/mL), medium (163,000 to 205,000 cells/mL), or high (>206,000 cells/mL) BMSCC. The high BMSCC group significantly decreased their annual BMSCC level by 15,000 cells/mL. Regression analysis showed that the decrease in BMSCC was associated with a change in farmers' perceptions (e.g., increased perceived knowledge about the effect of the milking machine on mastitis) and with a change in certain management practices (e.g., disinfecting all teats after milking). The results showed that a national mastitis control program affected the attitudes, knowledge, and behavior of farmers regarding mastitis and could contribute to udder health improvement in the long term.

Consumer perceptions of satiety-related snack food decision making.

The aim of this study is to gain more insight into how consumers' perceptions of the satiety value of snack products influence their choice of such products and to get a better understanding of consumer terminology and perceptions about product-related satiety. Participants were asked to indicate their individual product choice in response to a scenario. Scenarios varied as a between-subject factor in terms of whether information on the time gap till the next meal occasion (favorite main dish) was provided or not, and whether this meal would be eaten after one hour or four hours. To get a better understanding of consumer terminology a repertory grid task was used to elicit consumer attributes relating to satiety. This research shows that, when consumers are confronted with situations that vary in satiety requirements, they do not make significantly different snack products choices. But they do have specific ideas about the product features that influence the perceived satiety level of a product. Products perceived as fat, high in protein, with a savory taste and in one piece are expected to have a higher level of satiety compared to sweet products and products that exist of multiple small items.

Awareness and perceived value of economic information in controlling somatic cell count.

A survey of dairy farmers assessed whether they were aware of the potential production and economic benefits of adopting and implementing efficient practices to control somatic cell count (SCC), and whether providing them with additional information on projected economic losses on a regular basis might motivate them to implement enhanced control programmes. In-depth interviews revealed that the majority of the dairy farmers perceived cow-specific and herd-specific projected losses due to elevated SCCs, as not very relevant to them. Farmers considered that SCC was already monitored regularly at individual cow level, which provided them with adequate information to support decision-making. The farmers justified their actions with regard to SCC control in terms of their intention to manage the problem, and their belief in whether their efforts would be successful. Actions were rationalised in a specific context comprising the intertwined notions of intentions and efficacy beliefs.

Debunking the myth of the hard-to-reach farmer: effective communication on udder health.

Worldwide, programs to control mastitis are implemented using different strategies to reach farmers. Even though education materials and best practices may be technically optimal, they need to be used to be successful. Thus, effective communication with farmers is essential in order to change their behavior and to improve their farm management. During a Dutch national mastitis control program, a substantial number of farmers seemed to be hard to reach with information on udder health. Consequently, this study was designed to provide insight into the attitude and motivation of such farmers. In the period of October 2007 to July 2008, 24 in-depth, semistructured interviews were conducted with farmers whose veterinarians considered to be difficult to approach with advice on udder health management (8 practices, 3 farmers from each practice). The interviews included questions about the farms and the farmers, their attitude and behavior regarding mastitis, and their information sources and social environment. The results show that so-called hard-to-reach farmers were not always badly informed about udder health and did not always experience problems with mastitis. These ostensibly unreachable farmers were not a homogeneous group, but rather could be divided into 4 categories based on their trust in external information sources regarding mastitis and their orientation toward the outside world: proactivists, do-it-yourselfers, wait-and-see-ers, and reclusive traditionalists. There are ample opportunities to reach hard-to-reach farmers, provided that the communication strategies are tailored to their specific needs. There is especially much to gain in communication with do-it-yourselfers and wait-and-see-ers, but this demands a more proactive role on the part of veterinarians and extension specialists. Different types of farmers need to be approached in different ways and through different channels with information on udder health. Consequently, this study can contribute to the optimization of future programs designed to control and prevent diseases.

Evaluation of two communication strategies to improve udder health management.

Worldwide, programs to improve udder health are implemented using communication tools and methods that inform and persuade dairy farmers. This study evaluated 2 communication strategies used in a mastitis control program in the Netherlands. To improve farmers' udder health management, tools such as instruction cards, treatment plans, checklists and software were developed following an argument-based comprehensive "central route." These tools were used during on-farm study group meetings for farmers organized by veterinarians and also during individual veterinarian-farmer interactions. The second strategy aimed at adopting a single management practice to increase the use of milking gloves during milking. This approach followed a straightforward "peripheral" route that used implicit persuasion techniques. Results of an online survey of 374 Dutch dairy farmers showed that most farmers were able and willing to use the educational management tools to increase udder health on their farms. They evaluated the tools positively regardless of the mastitis problems on their farms. This seems to indicate that the central route of communication is most effective when farmers are motivated to work on udder health in general. Results of repeated random telephone surveys before, during, and after the campaign on the use of milking gloves showed that the use of gloves increased from 20.9 to 42.0% of the respondents. Respondents' opinions about milking gloves also changed favorably, indicating that a relatively short peripheral campaign on a single action can have a sustained effect on farmers' behavior. Both communication strategies seem to be potentially successful in disseminating knowledge to a specific target group of farmers and in changing that group's behavior. However, to reach as many farmers as possible, the strategies should be combined. When optimizing these strategies, both the farmers' motivation to work on udder health and the aim of the campaign should be considered. When aiming to improve general udder health management, the central route seems to be effective if farmers are already motivated to optimize their udder health management. For farmers who are less motivated to work on udder health, the peripheral route seems to be most effective when aiming to change a single management practice. The evaluated communication strategies are examples of how management practices to control mastitis can be effectively communicated to farmers. As such, this study contributes to optimizing future programs to control and prevent diseases.

Explaining mastitis incidence in Dutch dairy farming: the influence of farmers' attitudes and behaviour.

When mastitis incidence increases, either infection pressure has increased or cows' resistance has decreased. This usually indicates that farm management is not optimal. Numerous quantitative studies have demonstrated the effect of management practices on mastitis. In most of these studies, the identified risk factors could explain only part of the variance in mastitis incidence on farms. Several studies suggest that the unexplained variance is caused by farmers' attitudes towards different aspects of mastitis treatment and preventive behaviour. This study aims to determine, to quantify and to specify the extent to which farmers' attitudes, over and above farmers' behaviour, are factors that explain the variation in mastitis incidence, measured in terms of the quantifiable effect of management factors. An extensive survey on self-reported attitudes, behaviour and mastitis incidence was conducted on 336 Dutch dairy farms. Results of multiple linear regression analyses show that farmers' self-reported behaviour and attitudes together explain 48%, 31% and 23% of the variation within, respectively, the average farm bulk milk somatic cell count (BMSCC), the clinical mastitis incidence and the combined clinical and subclinical mastitis incidence. Both behaviour and attitudes explain part of the variance. However, most of the variance in all three dependant measures is explained solely by the attitude variables. The variation in BMSCC value is best explained by (1) farmers' normative frame of reference about mastitis, (2) farmers' perceptions about the control of mastitis and (3) the perceived effect of a BMSCC penalty level. The variation in clinical mastitis is best explained by farmers' perceptions about mastitis control. The variation in the combined clinical and subclinical mastitis incidence rate is best explained by the perceived effect of a BMSCC penalty level and the frequency of contact with others. The results of this study show that farmers' attitudes are a better measure than farmers' self-reported behaviour to explain and predict differences in mastitis incidence between farms. Consequently, future research and animal health promotion programs should take into account not only farmers' behaviour, but also farmers' attitudes. This study provides a first empirical investigation into the social processes applicable to mastitis incidence and is therefore considered a good starting point for future research to further investigate the causal effect of attitude change on farmers' behaviour and animal health.

Consumer acceptance of nutrigenomics-based personalised nutrition.

Nutrigenomics is a new and promising development in nutritional science which aims to understand the fundamental molecular processes affected by foods. Despite general agreement on its promise for better understanding diet-health relationships, less consensus exists among experts on the potential of spin-offs aimed at the consumer such as personalised nutrition. Research into consumer acceptance of such applications is scarce. The present study develops a set of key hypotheses on public acceptance of personalised nutrition and tests these in a representative sample of Dutch consumers. An innovative consumer research methodology is used in which consumers evaluate short films which are systematically varied scenarios for the future of personalised nutrition. Consumer evaluations of these films, which are pre-tested in a pilot study, allow a formal test of how consumer perceptions of personalised nutrition drive consumer acceptance and through which fundamental psychological processes these effects are mediated. Public acceptance is enhanced if consumers can make their genetic profile available free at their own choice, if the actual spin-off products provide a clearly recognisable advantage to the consumer, and are easy to implement into the daily routine. Consumers prefer communication on nutrigenomics and personalised nutrition by expert stakeholders to be univocal and aimed at building support with consumers and their direct environments for this intriguing new development. Additionally, an exploratory segmentation analysis indicated that people have different focal points in their preferences for alternative scenarios of personalised nutrition. The insights obtained from the present study provide guidance for the successful further development of nutrigenomics and its applications.

How trust in institutions and organizations builds general consumer confidence in the safety of food: a decomposition of effects.

This paper investigates the relationship between general consumer confidence in the safety of food and consumer trust in institutions and organizations. More specifically, using a decompositional regression analysis approach, the extent to which the strength of the relationship between trust and general confidence is dependent upon a particular food chain actor (for example, food manufacturers) is assessed. In addition, the impact of specific subdimensions of trust, such as openness, on consumer confidence are analyzed, as well as interaction effects of actors and subdimensions of trust. The results confirm previous findings, which indicate that a higher level of trust is associated with a higher level of confidence. However, the results from the current study extend on previous findings by disentangling the effects that determine the strength of this relationship into specific components associated with the different actors, the different trust dimensions, and specific combinations of actors and trust dimensions. The results show that trust in food manufacturers influences general confidence more than trust in other food chain actors, and that care is the most important trust dimension. However, the contribution of a particular trust dimension in enhancing general confidence is actor-specific, suggesting that different actors should focus on different trust dimensions when the purpose is to enhance consumer confidence in food safety. Implications for the development of communication strategies that are designed to regain or maintain consumer confidence in the safety of food are discussed.

Consumer acceptance of technology-based food innovations: lessons for the future of nutrigenomics.

Determinants of consumer adoption of innovations have been studied from different angles and from the perspectives of various disciplines. In the food area, the literature is dominated by a focus on consumer concern. This paper reviews previous research into acceptance of technology-based innovation from both inside and outside the food domain, extracts key learnings from this literature and integrates them into a new conceptual framework for consumer acceptance of technology-based food innovations. The framework distinguishes 'distal' and 'proximal' determinants of acceptance. Distal factors (characteristics of the innovation, the consumer and the social system) influence consumers' intention to accept an innovation through proximal factors (perceived cost/benefit considerations, perceptions of risk and uncertainty, social norm and perceived behavioural control). The framework's application as a tool to anticipate consumer reaction to future innovations is illustrated for an actual technology-based innovation in food science, nutrigenomics (the interaction between nutrition and human genetics).