Document Detail

Gene cuisine or Frankenfood? The theory of reasoned action as an audience segmentation strategy for messages about genetically modified foods.
MedLine Citation:
PMID:  16316937     Owner:  NLM     Status:  MEDLINE    
Genetically modified (GM) foods are currently a controversial topic about which the lay public in the United States knows little. Formative research has demonstrated that the lay public is uncertain and concerned about GM foods. This study (N = 858) extends focus group research by using the Theory of Reasoned Action (TRA) to examine attitudes and subjective norms related to GM foods as a theoretical strategy for audience segmentation. A hierarchical cluster analysis revealed four unique audiences based on their attitude and subjective norm toward GM foods (ambivalent-biotech, antibiotech, biotech-normer, and biotech individual). Results are discussed in terms of the theoretical and practical significance for audience segmentation.
Kami J Silk; Judith Weiner; Roxanne L Parrott
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Publication Detail:
Type:  Journal Article; Research Support, U.S. Gov't, P.H.S.    
Journal Detail:
Title:  Journal of health communication     Volume:  10     ISSN:  1081-0730     ISO Abbreviation:  J Health Commun     Publication Date:  2005 Dec 
Date Detail:
Created Date:  2005-11-30     Completed Date:  2006-01-31     Revised Date:  2007-11-14    
Medline Journal Info:
Nlm Unique ID:  9604100     Medline TA:  J Health Commun     Country:  England    
Other Details:
Languages:  eng     Pagination:  751-67     Citation Subset:  T    
Department of Communication, Michigan State University, East Lansing, Michigan 48824, USA.
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MeSH Terms
Focus Groups
Food, Genetically Modified*
Middle Aged
Persuasive Communication*
United States
Grant Support
R06/CCR417219/CC/CDC HHS

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