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All farmers have their own version of what it means to be a good farmer. For many US farmers a large portion of their identity is defined by the high input, high output production systems they manage to produce food, fiber or fuel. However, the unintended consequences of highly productivist systems are often increased soil erosion and the pollution of ground and surface water. A large number of farmers have conservationist identities within their good farmer identity, however their conservation goals often need to be activated to rebalance the production-conservation meanings they give to their roles in society. In this paper we analyze US Cornbelt farmer interviews and surveys to trace how the performance-based environmental management process can be used to influence the farmer social identity and shift the overall good farmer identity towards a stronger conservationist standard. We find the continuous feedback loop in performancebased environmental management mimics the hierarchically organized feedback control processes of identity verification and can be used to help farmers activate their conservationist farmer identities at the person, role, and social levels to establish new norms for the practice of more sustainable agriculture. completed her Master of Rural Sociology at Iowa State University and is currently working on her PhD in the Department of Sociology at Iowa State University. Her research focuses on human dimensions of natural resource management and farmer decision making from the social psychological view of self and identity. Lois Wright Morton is a professor of Rural Sociology in the Department of Sociology at Iowa State University. Her research work focuses on civic structure, human dimensions of natural resource management, community based watershed management, farmer decision making, and rural quality of life. Alicia D. Cast is an associate professor of Sociology in the

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As the climate in the midwestern United States becomes increasingly variable because of global climate change, it is critical to provide tools to the agricultural community to ensure adaptability and profitability of agricultural cropping systems. When used by farmers and their advisors, agricultural decision support tools can reduce uncertainty and risks in the planning, operation, and management decisions of the farm enterprise. Agricultural advisors have historically played a key role in providing information and guidance in these decisions. However, little is known about what these advisors know or think about weather and climate information and their willingness to incorporate this type of information into their advice to farmers. In this exploratory study, a diverse set of professionals who advise corn growers, including government, nonprofit, for-profit, and agricultural extension personnel, were surveyed in four states in the midwestern Corn Belt. Results from the survey indicate that advisors are more influenced by current weather conditions and 1-7-day forecasts than longer-term climate outlooks. Advisors predominantly consider historical weather trends and/ or forecasts in their advice to farmers on short-term operational decisions versus longer-term tactical and strategic decisions. The main conclusion from this analysis is that opportunities exist to further engage the advisor community on weather and climate issues and, through them, the farmers who are managing the land. Keywords

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