Risk and benefit perceptions of human enhancement technologies: The effects of Facebook comments on the acceptance of nanodesigned food

Margôt Kuttschreuter,Femke Hilverda

doi:10.1002/hbe2.177

Abstract

The introduction of a new technology, such as a human enhancement technology, may induce apprehension and concern among the general public. Social media enable individuals to find information and share their insights and concerns regarding new technologies. This results in an abundance of viewpoints that guides the individual's acceptance and decision-making. A relevant question for this special issue is to what extent attitudes toward human enhancement technologies are influenced by online cues that signal the views of other people without obvious relevant expertise, such as online comments (social proof). An online experiment focusing on the enhancement of human health and the functioning of the human body through the application of nanotechnology in food was conducted. The study investigated to what extent social proof impacted views on the application of nanotechnology in food. The valence of comments on a fake Facebook image with four comments was manipulated (positive, negative, mixed). A representative sample of Dutch Internet users (n = 289) completed the study. Perceptions, feelings, behavior, and information need were measured. Results showed that comment valence had a significant effect on risk perception, benefit perception and attitude: the more positive the comments read by the participants, the lower risk perception, the higher benefit perception and the more positive the attitude toward nanodesigned food. Significant interaction effects of initial feelings of dread and comment valence were further found for risk perception and willingness to buy. In contrast, there were no significant interactions of initial feelings of optimism and comment valence. Implications for risk communication regarding human enhancement technologies are discussed.

Highlights

The development of new technologies is among the most important factors that shaped the modern world (Yan, Gaspar, & Zhu, 2019)
This article aims to fill this gap by reporting the results of an online experiment examining the effect social media expressions by ordinary people without specific expertise on the individual's perceptions, attitudes and willingness to buy nanodesigned food
Perceived knowledge on nanodesigned food: Participants were asked to indicate to what extent they agreed with statements that their level of knowledge on the application of nanotechnology in food was satisfactory (3 items, α = .88, 7-point scale; 1 = strongly disagree to 7 = strongly agree)

Summary

Introduction

The development of new technologies is among the most important factors that shaped the modern world (Yan, Gaspar, & Zhu, 2019) These technologies focused on the adaptation of the physical environment to human needs, and the development of associated tools. Technologies have been developed that addressed the social element in life and focused on improving the communication between human beings, for example, through digital technologies such as the Internet. A growing trend is the non-medical use of biomedical technologies that aim to enhance the individual's physical or mental capabilities by altering the human body (Dijkstra & Schuijff, 2016). Examples are nanosized ingredients and additives, and nanoscale carriers for the delivery of nutrients and supplements (Chaudhry et al, 2017).

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Results