to identify with their heritage, but this identity with heritage does not determine their

overall identity. A portion of the interview supports this interpretation. The most

consistent responses among low TAP user groups were that farmers identified themselves

as both traditional and modem farmers. The rest of the interview data reveal a different

finding. The biggest difference between TAP user groups based on self-identity is self-

identification as a traditional farmer. The majority of high TAP users see themselves as

traditional farmers, while a much smaller percentage of low TAP users see themselves as

traditional farmers only. Less difference is evident between modern identities. The

interviews imply that there is a difference between groups based on traditional self-

identity. The discrepancy between the Mann-Whitney U test and interview responses

may be because of measurement error or that people, based on different measures, have

multiple identities.

 Research about identity show that identity is complex and that people can maintain

multiple identities based on the context. Different measures yield inconsistent responses.

The Mann-Whitney U test shows a difference between groups exist based on modem

identity, while the interview responses show that a difference between groups exist based

on traditional identity and dual identities. Identity theory implies that people will behave

in ways that conform with their self-image. The stronger a person's self identity, the more

likely the individual will behave consistently with that identity (Stryker & Burke, 2002).

Wilson, Urban, Graves, and Morrison's (2003) research shows a relationship between

farmers' performing and persisting in the use of certain behaviors that reinforce farmers'

sense of self identity. Identities can be connected to daily agricultural practices.