收到更多个人相关信息的人们有动力更加关注信息并积极处理信息,最终可能会刺激行为改变。因此,首选信息内容已在许多学科中使用,以促进有效的沟通。然而,没有研究探讨首选信息格式的影响(例如,字,信息图,和视频)关于食品生产。随着生物技术在食品生产中的应用越来越多,一个需要沟通的复杂话题,有证据表明消费者愿意为生物工程食品支付更少的费用,有效的沟通对影响消费者偏好很重要。这项研究的结果表明,消费者最喜欢的信息格式是写作。以视频格式提供信息确实提高了消费者对食品生物技术信息的信任。然而,以消费者的首选格式接收信息并没有显著改变消费者对基因工程橙汁的WTP。
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.