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The Impact of Audience Disposition on Pro-GMO Advertisement Effectiveness: An Application of the Elaboration Likelihood Model

Lu, Xuerong
http://rave.ohiolink.edu/etdc/view?acc_num=osu1461341567

Abstract Details

2016, Master of Science, Ohio State University, Agricultural and Extension Education.
The genetic modification (GM) development brings out a considerable interest and public controversy around the world. Various American and international studies have described the status of the public’s acceptance of genetically modified organisms (GMOs) in the past 10 years. Other studies were also conducted to understand how the mediators like risk perception and demographic characteristics work in the public’s rejection of GMOs. However, the studies related to individuals’ behavior in processing pro-GMO advertisements are sparse. As an important part of GMOs promotion activity, the effectiveness of advertisements is the key to the success of campaign. There is a need to explore the interaction between audience and persuasive messages of GM food products during both active and passive message processing. Understanding how customers self-evaluate genetically modified organisms (GMOs) and how they react with pro-GMO persuasive message of different formats would help improve the efficacy of scientific communication. Based on the framework of the Theory of Planned Behavior and the Elaboration Likelihood model, this study concentrates on the decision-making process of young and potential consumers, who have moderate involvement. The purpose of this study was to explore how customers engage in the PRO-GMO advertisement based on their pre-existing knowledge about GMOs. A descriptive survey was mailed electronically to a sample of 352 students who enrolled at Ohio State University in the 2016 spring semester. Of the 48 surveys returned, 43 were completed. Respondents reported a slight positive attitude toward GM food products. Young consumers believed that GM food products might be good based on the promised safety, higher quality, and social responsibility. As a result, they were more likely to be actively exposed to pro-GMO messages and less likely to disparage related messages. If exposed passively to the pro-GMO messages, they were also likely to positively evaluate them. In spite of a favorable attitude towards GMOs, respondents reported a more negative behavioral intention to purchasing them. They were not willing to buy it at once though they quite agree with the content of pro-GMO advertisements. In addition, in the GMO issues, images are more powerful in attracting audiences, while text is more powerful in convincing audiences. Based on the effect of different communication channels on GMO-related attitude formation in this study, there is a need for researchers to explore how young consumers discuss GMOs and related topics in the channel like social media. Based on the finding of the gap between attitude and intention, future research should be conducted to explore how other factors practically function in the attitude and behavior gap. Besides other recommendations made for future research, the researcher also suggests how educators, communicators, and advertisers could improve their campaign strategy based on the results of this study.
Emily Buck (Advisor)
Annie Specht, R. (Committee Member)
120 p.
Agricultural Education

Recommended Citations

Citations

  • Lu, X. (2016). The Impact of Audience Disposition on Pro-GMO Advertisement Effectiveness: An Application of the Elaboration Likelihood Model [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461341567

    APA Style (7th edition)

  • Lu, Xuerong. The Impact of Audience Disposition on Pro-GMO Advertisement Effectiveness: An Application of the Elaboration Likelihood Model. 2016. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1461341567.

    MLA Style (8th edition)

  • Lu, Xuerong. "The Impact of Audience Disposition on Pro-GMO Advertisement Effectiveness: An Application of the Elaboration Likelihood Model." Master's thesis, Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461341567

    Chicago Manual of Style (17th edition)

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This open access ETD is published by The Ohio State University and OhioLINK.