Research shows trust is an important factor in determining the public’s willingness to comply with health and safety recommendations during pandemics and other health crises. In July 2021, graduate students and researchers with the UF/IFAS Center for Public Issues Education in Agriculture and Natural Resources (PIE Center) took a new approach to assessing college students’ trust in video messages related to the COVID-19 vaccine.
This study used perception analyzer dials to assess moment-to-moment perceptions of videos developed by organizations such as the Ad Council, Centers for Disease Control, and Prevention, and University of Florida (UF) Health. This technology allowed researchers to determine key moments where trust was affected in each video.
In our upcoming webinar, Dr. Lauri Baker and Valentina Castano will present the research findings of this study as well as the benefits, challenges, and opportunities of utilizing perception analyzer dials in future research.