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The effects of video and pre-existin...

Qu, Shuyang.

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The effects of video and pre-existing schema on consumers' attitudes toward local food: Results from a national online experiment.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The effects of video and pre-existing schema on consumers' attitudes toward local food: Results from a national online experiment./
Author:	Qu, Shuyang.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	206 p.
Notes:	Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
Contained By:	Dissertation Abstracts International78-08A(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10586266
ISBN:	9781369655414

The effects of video and pre-existing schema on consumers' attitudes toward local food: Results from a national online experiment.
Qu, Shuyang.

The effects of video and pre-existing schema on consumers' attitudes toward local food: Results from a national online experiment. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 206 p.

Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.

Thesis (Ph.D.)--University of Florida, 2016.

This item is not available from ProQuest Dissertations & Theses.

With increasing media attention on local food, it has become urgent for agricultural communicators and practitioners to understand how consumers react to these media messages about local food. This study utilized online videos (featuring high food quality, support of local economy, and strengthening social connection) to assess the effects of message frames on consumers' attitudes toward local food. This study also examined how pre-existing schema (past experience with local food, personal value of eating healthy, local economy, social connection, and demographics) influences the effect of the video treatment on consumers' attitudes toward local food. Findings from this study showed local food's high food quality and support for local economy effectively increased consumers' favorable attitudes toward local food, while the message of strengthening social connection did not. In addition, agricultural communicators and practitioners create opportunities to increase local consumers' involvement in local food activities, and increase their personal values associated with local food to effectively enhance consumers' attitudes toward local food. Some demographic variables, such as gender and race, could not predict local food attitudes when they were exposed to certain local food messages. Agricultural communicators and practitioners should understand their target audience well to effectively communicate about local food.

ISBN: 9781369655414Subjects--Topical Terms:

524709
Communication.

The effects of video and pre-existing schema on consumers' attitudes toward local food: Results from a national online experiment.
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520 $a With increasing media attention on local food, it has become urgent for agricultural communicators and practitioners to understand how consumers react to these media messages about local food. This study utilized online videos (featuring high food quality, support of local economy, and strengthening social connection) to assess the effects of message frames on consumers' attitudes toward local food. This study also examined how pre-existing schema (past experience with local food, personal value of eating healthy, local economy, social connection, and demographics) influences the effect of the video treatment on consumers' attitudes toward local food. Findings from this study showed local food's high food quality and support for local economy effectively increased consumers' favorable attitudes toward local food, while the message of strengthening social connection did not. In addition, agricultural communicators and practitioners create opportunities to increase local consumers' involvement in local food activities, and increase their personal values associated with local food to effectively enhance consumers' attitudes toward local food. Some demographic variables, such as gender and race, could not predict local food attitudes when they were exposed to certain local food messages. Agricultural communicators and practitioners should understand their target audience well to effectively communicate about local food.
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