Main Article Content
This experimental study aimed to investigate the effectiveness of reading and writing persuasive messages on career intention to be a professional farmer in 652 high school students. The career intention consisted of the 1) intention to exploit farming knowledge (IET), 2) intention to explore farming knowledge (IER), and 3) recognition to farming learning opportunity (RLO). The results from the analysis of variance revealed the effectiveness of reading persuasive messages on all of the dependent variables. The students who read the persuasive messages reported high IET scores, high IER scores, and high RLO scores more than those who did not read. This finding was evidently in the total sample and all subgroups. For the effectiveness of writing persuasive messages on the intentions, the students who wrote persuasive message reported high IET scores, high IER scores, and high RLO scores more than the those who did not write. The findings provide valuable inputs to design effective approaches to motivate students’ career intention to be a professional farmer. They furthermore help policymakers to support new-generation citizens’ engagement in the farming occupation in Thailand.
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