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The effectiveness of reassuring and fear-arousing messages on consumer attitudes towards GM food

Erlinde Cornelis UGent and Veroline Cauberghe UGent (2010) Etmaal van de Communicatiewetenschap, Proceedings.
abstract
This study investigates the impact of a threat appeal versus a reassuring appeal on consumers’ attitudes towards GM food. A between-subject factorial experiment manipulated three types of information about GM food: a fear-arousing message, a reassuring message, and a message combining both a fear- arousing and a reassuring message. Additionally, comparison with a control group was made. The hypotheses were based upon the EPPM (Witte, 1992) and Means-End Chain theory (Gutman, 1982). The results show that the reassuring message significantly increases respondents’ attitude towards GM food, compared to the fear arousing message, the combination message, and the control group. The ethical personality trait ‘moral equity’ moderates this main effect. While high moral people indicate significantly lower attitudes towards GM food than low moral people, this difference becomes even more striking in the reassuring condition
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
unpublished
subject
keyword
threat appeal, Genetically modified food, moral equity, reassuring appeal, consumer attitudes
in
Etmaal van de Communicatiewetenschap, Proceedings
pages
18 pages
conference name
Het Etmaal van de Communicatiewetenschap
conference location
Gent, Belgium
conference start
2010-02-04
conference end
2010-02-05
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
1045385
handle
http://hdl.handle.net/1854/LU-1045385
date created
2010-09-23 18:04:11
date last changed
2011-01-18 16:49:40
@inproceedings{1045385,
  abstract     = {This study investigates the impact of a threat appeal versus a reassuring appeal on consumers{\textquoteright} attitudes towards GM food. A between-subject factorial experiment manipulated three types of information about GM food: a fear-arousing message, a reassuring message, and a message combining both a fear- arousing and a reassuring message. Additionally, comparison with a control group was made. The hypotheses were based upon the EPPM (Witte, 1992) and Means-End Chain theory (Gutman, 1982). The results show that the reassuring message significantly increases respondents{\textquoteright} attitude towards GM food, compared to the fear arousing message, the combination message, and the control group. The ethical personality trait {\textquoteleft}moral equity{\textquoteright} moderates this main effect. While high moral people indicate significantly lower attitudes towards GM food than low moral people, this difference becomes even more striking in the reassuring condition},
  author       = {Cornelis, Erlinde and Cauberghe, Veroline},
  booktitle    = {Etmaal van de Communicatiewetenschap, Proceedings},
  keyword      = {threat appeal,Genetically modified food,moral equity,reassuring appeal,consumer attitudes},
  language     = {eng},
  location     = {Gent, Belgium},
  pages        = {18},
  title        = {The effectiveness of reassuring and fear-arousing messages on consumer attitudes towards GM food},
  year         = {2010},
}

Chicago
Cornelis, Erlinde, and Veroline Cauberghe. 2010. “The Effectiveness of Reassuring and Fear-arousing Messages on Consumer Attitudes Towards GM Food.” In Etmaal Van De Communicatiewetenschap, Proceedings.
APA
Cornelis, E., & Cauberghe, V. (2010). The effectiveness of reassuring and fear-arousing messages on consumer attitudes towards GM food. Etmaal van de Communicatiewetenschap, Proceedings. Presented at the Het Etmaal van de Communicatiewetenschap.
Vancouver
1.
Cornelis E, Cauberghe V. The effectiveness of reassuring and fear-arousing messages on consumer attitudes towards GM food. Etmaal van de Communicatiewetenschap, Proceedings. 2010.
MLA
Cornelis, Erlinde, and Veroline Cauberghe. “The Effectiveness of Reassuring and Fear-arousing Messages on Consumer Attitudes Towards GM Food.” Etmaal Van De Communicatiewetenschap, Proceedings. 2010. Print.