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    3. Consumers' Evaluations of Genetically Modified Food Messages

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Rumble, Joy N. (author), Ruth, Taylor K. (author), and University of Illinois at Urbana-Champaign The Ohio State University
    Format:
    Journal article
    Publication Date:
    2019
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10235
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    103(1)
    Notes:
    20 pages., Via online journal., Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related to human health had not been adequately investigated and that GM food may be riskier to consume compared to traditional food. The messages that most opposed the respondents’ views were that GM food was safe for consumption and that it caused cancer in humans. People whose views most aligned with the message that GM food caused cancer in humans had the largest latitude of rejection, likely due to their extreme attitude, confirmation bias, and ego-involvement. The largest percentage of respondents accepted messages that aligned with their position but expressed noncommitment to messages that opposed their views. This lack of rejection and indication of alignment with messages related to potential risk and uncertainty indicated Florida consumers were unsure about the effects of GM food. Communicators and educators should acknowledge these concerns when delivering information about GM food to enhance the effectiveness of communication with consumers.

    4. Consumer attitudes towards production diseases in intensive production systems

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Clark, Beth (author), Panzone, Luca A. (author), Stewart, Gavin B. (author), Kyriazakis, Ilias (author), Niemi, Jarkko K. (author), Latvala, Terhi (author), Tranter, Richard (author), Jones, Philip (author), and Frewer, Lynn J. (author)
    Format:
    Online journal article
    Publication Date:
    2019-01-10
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10240
    Journal Title:
    PLoS ONE
    Journal Title Details:
    14(1)
    Notes:
    Many members of the public and important stakeholders operating at the upper end of the food chain, may be unfamiliar with how food is produced, including within modern animal production systems. The intensification of production is becoming increasingly common in modern farming. However, intensive systems are particularly susceptible to production diseases, with potentially negative consequences for farm animal welfare (FAW). Previous research has demonstrated that the public are concerned about FAW, yet there has been little research into attitudes towards production diseases, and their approval of interventions to reduce these. This research explores the public’s attitudes towards, and preferences for, FAW interventions in five European countries (Finland, Germany, Poland, Spain and the UK). An online survey was conducted for broilers (n = 789), layers (n = 790) and pigs (n = 751). Data were analysed by means of Kruskal-Wallis ANOVA, exploratory factor analysis and structural equation modelling. The results suggest that the public have concerns regarding intensive production systems, in relation to FAW, naturalness and the use of antibiotics. The most preferred interventions were the most “proactive” interventions, namely improved housing and hygiene measures. The least preferred interventions were medicine-based, which raised humane animal care and food safety concerns amongst respondents. The results highlighted the influence of the identified concerns, perceived risks and benefits on attitudes and subsequent behavioural intention, and the importance of supply chain stakeholders addressing these concerns in the subsequent communications with the public.

    6. Consumers may decide the future of U. S. citrus

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    News release
    Publication Date:
    2019-02-14
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10313
    Notes:
    2 pages., University of Illinois at Urbana-Champaign., Researchers report consumer research indicating that the "future of U. S. citrus may hinge on consumer acceptance of genetically modified food."

    7. Effectiveness of storytelling in agricultural marketing: scale development and model evaluation

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Online journal article
    Publication Date:
    2019-03-13
    Published:
    Frontiers Media
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10365
    Journal Title:
    Frontiers in Psychology
    Journal Title Details:
    10
    Notes:
    12 pages., Article 452, Via online journal., Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empirical studies on this approach. However, in addition to narrative theories, many researchers are mainly concerned about the effect of telling a good brand story and its applications, such as advertising design and presentation. However, for those products that usually lacks branding, such as agricultural products, knowledge remains scarce about the relative impact of storytelling in marketing. Few researchers have explicitly developed a valid tool for measuring the effect of storytelling in marketing. To aid storytelling research in consumer psychology, this article conceptualized a construct of the effectiveness of storytelling in agricultural marketing and developed a measure with further validation. This scale consisted of 13 items with four subscales: narrative processing, affect, brand attitude, and purchase intention. The findings of this study supported a structural model with strong order among the four dimensions and good model fit. A discussion of the results and the theoretical and practical implications for consumer psychology and marketing practice are also addressed.

    9. Should livestock images provide historical reference or modern reality? An examination of the influence of livestock communication on attitude

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Rumble, Joy N. (author), Rogers-Randolph, Tiffany M. (author), Buck, Emily B. (author), and The Ohio State University University of Florida Association for Communication Excellence
    Format:
    Journal article
    Publication Date:
    2019
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10429
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    103(2)
    Notes:
    16 pages., Via online journal., The livestock industry has repeatedly struggled to effectively communicate livestock care and handling practices in order to promote awareness and acceptance. Many consumers still hold on to the historically picturesque view of production agriculture instead of the modern reality. It is necessary for the industry to identify how much is too much to tell or show consumers. Therefore, this study sought to understand the influence of two communication treatments on attitudes toward livestock care and use. Elaboration Likelihood Model (ELM) served as the theoretical framework for this study. A sample of 1,049 respondents was obtained through non-probability sampling. To fulfill the purpose of this study, the development of an online survey was informed by ELM and measured prior beliefs, personal involvement, and knowledge. An experimental treatment, consistent with persuasive communication within ELM, presented respondents with one of two images of cage-free egg laying housing and accompanying text. One image could be described as “historically picturesque” and the other as “modern reality.” Attitude toward livestock care and use was measured after exposure to one of the images. Respondents held favorable prior beliefs, demonstrated neutral involvement, and answered three or less knowledge questions correctly. Respondents exposed to the modern reality treatment displayed slightly lower attitudes than those exposed to the historically picturesque treatment. The results indicated that both prior beliefs and image exposure had a significant impact on attitude, while personal involvement was not found to be significant.

    10. Consumer perceptions of green industry retailers

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Campbell, Julie H. (author), Campbell, Benjamin L. (author), and University of Georgia
    Format:
    Journal article
    Publication Date:
    2019-03-26
    Published:
    United States: American Society for Horticultural Science
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10436
    Journal Title:
    HortTechnology
    Journal Title Details:
    29(2) : 213-222
    Notes:
    10 pages., Via online journal., A survey of Connecticut consumers was used to investigate perceptions of various green industry retailers. Consumer perceptions of independent garden centers (IGC), home improvement centers (HIC), and mass merchandisers (MM) business practices and their perceived value were assessed. Analysis of variance and ordinary least squares regression models were used to analyze the data. Results indicated that customer service, knowledgeable staff, and high-quality plants are important factors when consumers are deciding where to shop. IGCs were ranked highest in perceived customer service, knowledgeable staff, and plant quality, followed by HICs. MMs were ranked lowest for the majority of measured business practices, with the most notable exception being price. Additionally, IGCs, HICs, and MMs are perceived differently across age cohorts.