Date of publication
Apr 07, 2026
Category:
Article
You're the apple of my ambivalence: can the primary motivational aspects of GMO foods lessen GMO avoidance?
by
Rachel Bailey
,
Jay Hmielowski
,
Myiah Hutchens
,
Pooja Ichplani
,
Jessica F Sparks
,
Sun Young Park
The United States population reports significant hesitance to consume GMOs. This article examines whether visual food cues can change attitudes, induce attitude ambivalence, and alter intentions to avoid purchasing GMOs. In a between-subjects experiment that varied the imagery cue (positive vs. coactive vs. no cue) accompanying GMO information, participants were randomly assigned to view a news-style article about GMO foods. Overall, positive visual food cues decreased potential ambivalence, resulting in lower felt ambivalence and lower likelihood to avoid GMOs. However, skeptics and uncertain individuals were not significantly affected by visual food cues. Implications and future directions are discussed.