A simple rule-of-thumb, or heuristic, in pest management which was in conflict with farmers' prevailing perceptions was communicated to farmers to examine whether their cognitive dissonance would challenge them to evaluate it and change their misperceptions.
Heong, K. L. and Escalada, M. M.
"Perception Change in Rice Pest
Management: A Case Study of Farmers' Evaluation of Conflict Information,"
Journal of Applied Communications:
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