Campbell, S. Michael (author), Gamon, Julia (author), Roe, Roger (author), and Department of Agricultural Education and Studies, Iowa State University, Ames, IA
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08021
James F. Evans Collection, All of the 100 county Extension offices in Iowa have a set of six water quality videotapes available for use by clientele. The state water quality Extension specialist designed the high quality tapes, each 20 minutes long, to be viewed at home by clients who had water questions. The question was: "Should video by used again as an educational delivery method?" Responses to a telephone survey of county office assistants indicated a wide variation in the use of video tapes, although over 75% liked the idea of information via tapes. The counties needed assistance with publicity and displays, something that area media specialists might provide. (original)
18 pages., via online journal, As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of wheat, perceived benefits of labeled products, and their evaluation of the shown labels. Results showed that consumers evaluate the gluten-free labels most positively when they appear on products that could have contained gluten. For products that are naturally gluten-free, adding a gluten-free label only decreased consumers’ confidence in such labels. The presence of gluten-free labels increased consumers’ perceived benefits of the labeled products when they do not contain any misleading information (e.g., image of a wheat head). However, some gluten-free labels could have negative impacts on consumers’ perceptions of the healthiness and safety of wheat. Overall, food producers and marketers might have undervalued consumers’ literacy and overestimated their susceptibility to marketing strategies. We discussed the implications for food marketers, regulators, and communicators.
Carlson, Sherrill (author / Extension Publications Editor, College of Agriculture and Home Economics, Washington State University) and Extension Publications Editor, College of Agriculture and Home Economics, Washington State University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04597
