Risk and Planning in Agriculture: How Planning on Dairy Farms in Ireland Is Affected by Farmers' Regulatory Focus.

This article examines how planning on dairy farms is affected by farmers' motivation. It argues that farmers' choice of expansion strategies can be specified in terms of risk decision making and understood as either prevention-focused or promotion-focused motivation. This relationship was empirically examined using mediated regression analyses where promotion/prevention focus was the independent variable and its effect on total milk production via planned expansion strategies was examined.