The study examines the influence, and potential confluence, of message framing and issue involvement on consumer food safety perceptions. We assess the impact of gain and loss-framed messages and issue involvement on perceptions of two food safety enhancing technologies, cattle vaccines against E. coli and direct-fed microbials.
A survey with six information treatments was developed. Empirical results show that both loss-framed and gain-framed messages were persuasive in influencing safety perceptions of the two technologies under low issue involvement. Under high issue involvement, however, only the loss-framed message influenced consumers’ safety perceptions. High issue involvement also heightened concerns about foodborne infections.
Shaping food safety perceptions: The Influence of informational nudges
Journal of Behavioral and Experimental Economics