Effects of message frames and visual cues on cell-cultured meat communication: sensation seeking as a moderator
        
        
            by
            
                
                
                Namyeon Lee
            
                
                
                    
                        and
                    
                
                Sungkyoung Lee
            
        
        
            
                
Cell-cultured meat presents environmental and ethical   advantages; however, negative public acceptance remains a   significant hurdle. To generate more effective public engagement on   this topic, we conducted two online experiments exploring the impact   of message framing and food cues (Experiment 1) and the moderating   role of an individual's personality trait, sensation seeking,   (Experiment 2) on the perception of cultured meat news shared via   social media. Our findings revealed that messages employing   individual benefit-framing, as opposed to societal benefit-framing,   resulted in more positive perceptions of cultured meat.   Incorporating direct food cues in the communication led to reduced   risk perception, a more favorable attitude, and increased intention   to purchase cultured meat. Furthermore, sensation seeking was shown   to be a significant moderator for the effects of the message   features. Theoretical and practical contributions are discussed.
            
        
        
        
            
                
                Volume 23 • Issue 03 • 2024