Effects of Message Framing and Information Source on Consumers' Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Recently, meat scientists have developed an innovative amino acid-based alternative meat curing system (AAACS). However, consumer skepticism toward novel foods presents challenges regarding the acceptance of food innovations like the AAACS. Effective communication about this and other food technolog...

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Bibliographic Details
Published in:Foods 2023-04, Vol.12 (7), p.1535
Main Authors: Chambers, Amber Vonona, Baker, Mathew T, Leggette, Holli R, Osburn, Wesley N, Lu, Peng
Format: Article
Language:English
Subjects:
Amino acids
Attitudes
Chemical properties
Communication
consumer attitudes
Consumer behavior
Consumers
Credibility
Curing
Dependent variables
Discriminant analysis
Food
Food conservation
Food science
Food technology
Function analysis
Generation Z
information source
Information sources
Marketing research
Meat
Meat products
message framing
Messages
Methods
Multivariate analysis
Nitric oxide
Novel foods
novel meat curing system
Protection and preservation
Sodium
Students
Variance analysis
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Summary:Recently, meat scientists have developed an innovative amino acid-based alternative meat curing system (AAACS). However, consumer skepticism toward novel foods presents challenges regarding the acceptance of food innovations like the AAACS. Effective communication about this and other food technologies is critical. Our study was a 2 × 4 randomized factorial between-groups experiment that investigated how two peripheral cues-message frame and information source-impact attitudes toward the AAACS. We used Qualtrics to randomly assign participants to one of eight treatment groups. Each group viewed a different video about the AAACS. Then, all participants were asked about their attitudes toward the alternative meat curing system. Data were analyzed using a two-way multivariate analysis of variance (MANOVA). The two-way MANOVA determined concurrently the experimental effects of message frame and information source on information recall, trust, source expertise, source credibility, and anticipated consumption behavior. A significant MANOVA was followed up using Discriminant Function Analysis (DFA). A significant main effect was found for information source. The DFA revealed only one significant underlying function and that source expertise was the most powerful discriminating variable for information source.
ISSN:2304-8158
2304-8158
DOI:10.3390/foods12071535