Slide1: Objectives Examine the CFP influence on participants’ attitudes about the U.S. Explore the nature of attitudinal change about the U.S. across the participants’ profession and age. Describe the essence of participants’ attitudes about the U.S. after the CFP. Methodology Design: One-shot, Instrumental Case Study Type: Survey Method: Mixed Quantitative and Qualitative Population & Representativeness Population- Polish CFP participants from 1989 to 1999 (N=499). Questionnaire- Mailed to census, 185 respondents (37%). Chi- squared analysis comparing respondents to population showed no significant differences using two background variables. Interviews- Conducted face-to-face with criterion-based purposive sample (n=25). Researcher used a sampling frame. THE USDA COCHRAN FELLOWSHIP PROGRAM’S INFLUENCE on ATTITUDES of POLISH PARTICIPANTS about the U.S. Introduction International transfer of technological innovations, directly or indirectly through capacity building, is essential to a developing free-market economy (Hayami & Ruttan, 1985). The premise of this study was that the USDA’s Cochran Fellowship Program (CFP) cross-cultural participants, who are exposed to sufficient and relevant knowledge while in the U.S., will have developed positive attitudes toward the U.S. and its innovations. This theory corresponds to the importance of attitudes in the diffusion of innovation decision-making model (Rogers, 1995). Attitudes influence an individuals’ behaviors and opinions (Rokeach, 1968; Petty & Cacioppo, 1999), which can affect other people’s behaviors and opinions. RQ1- What Was the Change from Before to After the CFP by Polish Participants in Attitudes about the U.S.? References: Hayami, Y. and Ruttan, V. W. (1985). Agricultural development. John Hopkins University Press. Petty, R. E. and Cacioppo, J. T. (1986). Communication and persuasion. Springer-Verlag. Rogers, W. M. (1995). Diffusion of innovation. The Free Press. Rokeach, M. (1968). Beliefs, attitudes, and values. Josey-Bass, Inc., Publishers. Penn State Office of Regulatory Compliance #00B0326-00 Measurement & Data Level Self-assessed post-then-pre test ratings on a five-point, Likert-type scale of attitude about the U.S. Data were parametrically treated and analyzed as interval. Data Interpretation The CFP influence on attitudes was calculated as the difference of participants before to after attitude responses. Summing total positive attitude change from before to after, the most positive attitude factor: U.S. Management Style (+ 61%) Summing total negative attitude change from before to after, the most negative attitude factor: U.S. Products (- 8%) Results Participants either did not change their pre-existing attitudes or they positively changed their attitudes from before to after the CFP. The greatest percentage of reported positive attitude change was for the factor U.S. management style, followed by the factor U.S. free-market economy. However, the greatest percentage of reported negative attitude change was for the factor U.S. products. Overall, government professionals had the least amount of attitude change from before to after the CFP. Academics had the greatest percentage of negative attitude change. The majority of business people and private-business owners had similar, positive attitude changes. There was a significant difference in attitude change about U.S. management style between academics and private-business owners. Middle-age (50-60 years) participants were least susceptible to attitude change. The older (61+ years) participants had more positive attitudes about the U.S., though they also had negative change about the U.S. management style. The two younger age levels had similar, positive attitude changes from before to after the CFP. Significance to the Field and to Society This study demonstrates that the USDA CFP is a well-designed technical assistance model that has promoted a positive, long-term impact by maintaining and improving Polish individuals’ positive attitudes about the U.S., which can positively influence their organizations and the Polish agricultural and national economies. Recommendations for the USDA and Future Study The importance of an individual’s pre-training attitude should be considered in choosing participants and designing international training programs. For the successful transfer of U.S. innovation, participants should have direct contact and experience with these items and concepts. Further study is needed on the negative attitude change toward U.S. products and services. Individuals over 61 years had positive attitude change about the U.S. and should not be passed-over as participants, especially those with positional power in their profession. Further study is needed on the receptiveness of attitude change and this study’s middle-age finding. Conclusions The CFP had an overall strengthening influence on Polish participants’ pre-training positive attitude about the U.S. Post-CFP, the participants described the U.S. market as efficient because it allows for the U.S. free-market transparency, which requires and encourages innovation of products and services. However, there was a negative attitude after the CFP about the U.S. products and services. Polish participants, as their interviews revealed, were not always receptive to U.S. products and services, in part, because of their desire to develop Poland’s own brands and styles. RQ3- How did participants perceive and describe their attitudes about the U.S. after the CFP? Mary Lou Carlson, Ph.D. Candidate Dr. James Mortensen, Adviser Department of Agricultural and Extension Education