People who received a more personally relevant message were motivated to pay closer attention to the information and actively process it, which ultimately may stimulate behavioral changes. Therefore, preferred information content has been used in many disciplines to promote effective communication. However, no study has explored the impact of preferred information formats (e.g., word, infographic, and video) concerning food production. With the increasing application of biotechnology to food production, a complex topic to communicate, and evidence that consumers were willing to pay less for bioengineered foods, efficient communication was important to impact consumer preferences. The results of this study showed that consumers mostly preferred information format is writing. Providing information in video format did improve consumers\' trust in information about food biotechnology. However, receiving information in consumers\' preferred formats did not significantly change consumers\' WTP for genetically engineered orange juice.

Genetically modified organisms are a technology now used with increasing frequency in agriculture. Genetically modified seeds have the special characteristic of being living artefacts that can reproduce and spread; thus it is difficult to control where they end up. In addition, genetically modified seeds may also bring about uncertainties for environmental and human health. Where they will go and what effect they will have is therefore very hard to predict: this creates a puzzle for regulators. In this paper, I use the problem of contamination to complicate my ascription of forward-looking moral responsibility to owners of genetically modified organisms. Indeed, how can owners act responsibly if they cannot know that contamination has occurred? Also, because contamination creates new and unintended ownership, it challenges the ascription of forward-looking moral responsibility based on ownership. From a broader perspective, the question this paper aims to answer is as follows: how can we ascribe forward-looking moral responsibility when the effects of the technologies in question are difficult to know or unknown? To solve this problem, I look at the epistemic conditions for moral responsibility and connect them to the normative notion of the social experiment. Indeed, examining conditions for morally responsible experimentation helps to define a range of actions and to establish the related epistemic virtues that owners should develop in order to act responsibly where genetically modified organisms are concerned.