title: Information processing of genetically modified food messages under different motives: an adaptation of the multiple-motive heuristic-systematic model.
abstract: Recent risk management research has noted the importance of understanding how the lay public processes and reacts to risk-related information. Guided by the multiple-motive heuristic-systematic model, this study examines (1) how individuals process messages in the context of genetically modified foods to change their attitudes and (2) how the persuasion process varies across types of motives. In the three treatment conditions of accuracy, defense, and impression motives, the respondents changed their attitudes through either the heuristic or the systematic mode, depending on their motives. The accuracy-motive group appeared to use the systematic processing mode, while the impression-motive group seemed to employ the heuristic processing mode. The empirical findings highlight the importance of incorporating motives to improve our understanding of the process of attitude change in risk management and communication contexts.
authors: Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, The University of Georgia, Athens, GA 30602-3018, USA. jykim@uga.edu
authors: Jooyoung
authors: J
authors: Kim
authors: Hye-Jin
authors: HJ
authors: Paek
mesh_terms: D001290:Attitude; D005260:Female; D030841:Food, Genetically Modified; D006801:Humans; D008297:Male; D008960:Models, Psychological; D015233:Models, Statistical; D009042:Motivation; D011639:Public Opinion; D012308:Risk Management; D011795:Surveys and Questionnaires; D055815:Young Adult