Filter by author: Jessica F Sparks

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.