228 Food for Thought: How Influenceable Is the Next Generation Consumer

Abstract

Abstract Spread of misinformation and disinformation in animal agriculture is rampant in social media and then add the theory of social contagion, and the reach of this information and its impact on social licensure becomes extensive. A research study evaluated susceptibility of young consumers to be affected by false information pertaining to the beef industry found in segments of YouTube videos as well as their level of pre-study food industry knowledge as determined by a Food Familiarity Index (FFI) score. This mixed-methods study included a total of 15 next generation consumers who viewed two different YouTube video clips about agriculture, one being categorized as misinformation and one communicating accurate, research-based information. Level of trust among participants was then gauged using the continuous response measurement (CRM) instrument to identify critical moments of trust and distrust which can be found in the included figures as well as to then to craft participant narrative about perceptions of the beef industry enabled by responses from the focus group. It was found that those who have less knowledge about the food industry are much more vulnerable (P < 0.05) to being misinformed and are more apt (P < 0.05) to be influenced by misinformation Figure 1 and 2). Through engagement in thought-provoking discussion and analysis of what may have encouraged higher or lower levels of trust among the participants, this study contributes to a body of literature that may help communicators within animal agriculture to better understand positions and ability to share information about the agriculture industry to American consumers.