Journal
AMERICAN JOURNAL OF AGRICULTURAL ECONOMICS
Volume 102, Issue 4, Pages 1271-1296Publisher
WILEY
DOI: 10.1002/ajae.12078
Keywords
Biotechnology; discrete choice experiment; gene editing (CRISPR-Cas9); multinomial logit model; narratives; random parameters logit
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Funding
- Alliance for Food and Bioproducts Innovation Scholars Program (AFBI), Saskatchewan Ministry of Agriculture
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This article explores information framing effects by comparing the effectiveness of using logical-scientific versus narrative information to communicate with consumers about a new biotechnology application (gene editing). Using data from an online survey of 804 Canadian adults, a discrete choice experiment elicits preferences for diverse novel food attributes and technologies, with respondents randomly assigned to different information conditions. We construct a logical-scientific information condition, written in a scientific style using the passive voice with generalized and impersonal language and attributed to either a government agency or a scientific organization. In contrast, we frame the narrative-style information condition as a story, using a lively and vivid personal style, and attributed to either a science journalist or a consumer blogger. Data are analyzed using multinomial logit and random parameters logit models. We find that the information format (logical-scientific vs. narrative) matters: narratives help reduce negative perceptions regarding agricultural and food technologies. We also examine factors that predispose consumers to seek logical-scientific versus narrative information sources.
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