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Mental Informatics and Agricultural Issues: Global Change vs. Sustainable Agriculture
Abstract
This chapter presents an approach to understanding the importance of connected aspects of a topic, such as the relevance of issues for global change or for sustainable agriculture. The approach, Mind Genomics, identifies a specific topic, creates a battery of related questions which in concert “tell a story,” requires the researcher to provides several alternative answers to those questions, and then tests the answers as combinations, as vignettes. Respondents rate the vignettes on judgmental attributes, such as the degree to which the respondent “agrees” with the story being told by the vignette, or the emotion that the respondent feels when reading the vignette. The analysis of such data shows the impact of each of the answers, the “communication elements,” as a drive of “agreement with the values of the respondent,” and the linkage of each element to a set of emotions. Mind Genomics provides a new tool to understand responses to agricultural issues, creating in its wake the possibility of a new “mental informatics.”
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