"Perceptions as Reality" on Large-Scale Dairy Farms

Paul N. Wilson, Roger D. Dahlgran, Neilson C. Conklin, Dennis Armstrong and Tim Luginsland

Review of Agricultural Economics, 1993, vol. 15, issue 1, 89-101

Abstract: Recent psychological research supports the claim that decision-makers respond to their perceptions of uncertainty in their businesses. Using large-scale Arizona dairy operations as a case study, this analysis indicates that operators of large industrialized farms perceive their business environments in a unique manner. Farm size, age, and ownership variables were particularly significant in explaining perception and management response rankings. Efforts to correlate perceptions to management responses produced mixed results.

Date: 1993
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