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The Communication and Diffusion of NIPF Management Strategies

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Personal contact is more effective than targeted mailings or mass media in transmitting specific NIPF management advice, and in gaining adoption of that advice by NIPF owners, based on a survey of 220 NIPF owners in northern Lower Michigan. Interpersonal influence by friends, neighbors, and relatives was equally important as contact with professional foresters as a source of NIPF management advice. Peer influence was a significant source of advice about timber management and timber harvesting. This advice had about as much effect on adoption as advice given by private sector foresters, and a greater effect than advice given by state or federal forestry professionals. These findings suggest that investment in communications strategies should emphasize programs of targeted personal contact. However, recognizing the importance of lay peer influence implies that foresters should contact opinion leaders in the community first, and gain their approval so that informal influence among friends and neighbors of NIPF will be as positive as possible. North. J. Appl. For. 5:265-270, December 1988.
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Document Type: Journal Article

Affiliations: USDA Forest Service, North Central Forest Experiment Station, Duluth, MN 55812

Publication date: 1988-12-01

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