17 pages., Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have observed the effects of message themes on public perception of lab grown meat. The study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. Participants were randomly assigned one of three themed blog posts - against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, and a total of 238 responses were collected. Results indicated the message theme had a statistically significant effect on risk perception, benefit perception, and intention to consume, but not on message evaluation or measures of uncertainty. Further discussion as well as suggestions for future research are included.
Bracewell, Earl W. (author), Chen, C. (author), Lakjaa, A. (author), Persons, E. (author), and Department of Vocational and Technical Education, University of Minnesota, St. Paul
Format:
Report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07919
Notes:
search through volume, In: Jacquelyn Deeds and Demetria Ford, eds. Summary of Research in Extension (1992-1993). Mississippi State, MS: Department of Agricultural Education and Experimental Statistics, Mississippi State University, July 1994. p. 24
14 pages., via online journal., In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to agricultural communication as well. This increase in attitude and cognition encourages agricultural communicators to pursue the use of more interactive elements in their messaging.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 117 Document Number: C12887
Notes:
Papers presented at the 12th Annual Convention and Conference of the Society for Information Science, Hyderabad, India, January 28-30, 1993., Chapter 9 in P.C. Bose and H.C. Jain (eds.), Information management for rural development. Shipra Publications, Delhi, India. 159 p.
