What Side Are You On? An Examination of the Persuasive Message Factors in Proposition 37 Videos on YouTube

Media Portrayal of GM Science and Citrus Greening in State and National Newspapers

“…Recommendations from the study included providing more information through Extension to journalists in the U.S. and consumers in the Philippines to influence framing in the media. A recent content analysis by Krause, Meyers, Irlbeck, and Chambers (2015) analyzed YouTube videos about a proposed labeling bill in California that failed to pass. The sources who were pro-GM science and against the bill were mostly scientists.…”

What’s in a Name? The Influence of Persuasive Communication on Florida Consumers’ Attitude toward Genetically Modified Food

“…The bill did not pass, and the study found that the videos opposing the proposition used scientists as sources. Krause et al (2015) concluded scientists offered high credibility and worked effectively as a peripheral cue. The researchers also concluded that language in the food industry should shift from using fact-based messages to more emotional appeals to target non-agricultural consumers based on the prevalent frames used in the videos (Krause et al, 2015).…”

“…This study and others (Flipse & Ossewijer, 2012;Ishiyama et al, 2011;McFadden & Lusk, 2015;Verdurme & Viaene, 2003) found increasing knowledge will not necessarily change perceptions. Communicators should instead focus on framing messages around the values of the consumers in an attempt to change risk perceptions or attitudes (Krause et al, 2015).…”

Journal of Applied Communications, 2017, vol. 101, no. 2 Full Issue

“…Because prior knowledge was not identified as a predictor of attitude, future research should focus on value-driven communication for consumers. Testing a value-driven message could provide needed insight into attitude formation, and have a stronger influence on attitude formation than the current message (Krause et al, 2015).…”

“…Frewer, Howard, Hedderley, and Shepherd (1997) concluded consumers determine the majority of food-related decisions using the peripheral processing route. Krause, Meyers, Irlbeck, and Chambers (2015) used the ELM to guide a content analysis of YouTube videos for and against Proposition 37 in California (bill proposed to label genetically engineered food). The bill did not pass, and the study found that the videos opposing the proposition used scientists as sources.…”