Pursuing a uniform effect: Pathways linking exposure to normatively‐focused scientific consensus messages (NFSCMs) to behavioral intention to adopt science

Abstract

AbstractThis study tested the effect of normatively‐focused scientific consensus messages (NFSCMs) on receivers' intention to consume GE‐foods. In Study 1, the efficacy of a NFSCM was examined, relative to a standard descriptive norm message (SDNM), a scientific consensus message (SCM), and two control messages, issue‐relevant and issue‐irrelevant messages, using an experiment. In Study 2, the effect of the NFSCM with discrete descriptive norm formats was tested, relative to a standard message used in the real world, using an experiment. Results indicated that the effect of exposure to the NFSCM on intention was mediated via attentional focus on the norm information and perceptions about the norm, which is consistent with those in prior literature. The re‐specified model was not contingent on participants’ education level, gender and political stance indicating a uniform effect. Exposure to the messages also changed receivers’ feeling of disgust and un/certainty about the scientific issue in desirable ways.