The Impact of Farmers'Cognitive Load on the Enthusiasm of Participating in Agricultural Industrial Chain From the Perspective of Rural Revitalization:Eye-movement Experimental Evidence from 570 Farmers
The development of the agricultural industry chain(AIC)plays an important role in improving the welfare of farmers and promoting rural revitalization in a comprehensive way.Based on the dual-system theory,this article starts from the psychological essence of economic decision-making,and uses micro-survey data from 570 farmers in Shaanxi and Qinghai provinces and adopt eye movement experiments to systematically examine the mechanisms of cognitive load on the enthusiasm of farmers to participate in the AIC.The re-search finds that cognitive load has a significant inhibitory effect on the enthusiasm of farm-ers to integrate into the AIC,and the higher the cognitive load,the lower the willingness of farmers to participate in the AIC.The mechanism analysis shows that cognitive load weakens the integration initiative of the AIC by weakening the time preference of farmers.Combined with eye movement tracks recorded by eye-tracking,the possible path that cognitive load indirectly affects time preference by distracting farmers'attention and weakening their self-control ability were excluded.
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