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Using Video for Consumer Attitude Inoculation About Beef Animal Slaughter: a Quasi-Experimental Study

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Using Video for Consumer Attitude Inoculation About Beef Animal Slaughter: a Quasi-Experimental Study USING VIDEO FOR CONSUMER ATTITUDE INOCULATION ABOUT BEEF ANIMAL SLAUGHTER: A QUASI-EXPERIMENTAL STUDY By KATHERINE ELIZABETH POWERS Bachelor of Science in Animal Science Oklahoma State University Stillwater, Oklahoma 2012 Submitted to the Faculty of the Graduate College of the Oklahoma State University in partial fulfillment of the requirements for the Degree of MASTER OF SCIENCE July, 2014 USING VIDEO FOR CONSUMER ATTITUDE INOCULATION ABOUT BEEF ANIMAL SLAUGHTER: A QUASI-EXPERIMENTAL STUDY Thesis Approved: Dr. Traci L. Naile Thesis Adviser Dr. Robert Terry, Jr. Dr. Gretchen Mafi ii Name: KATHERINE ELIZABETH POWERS Date of Degree: JULY, 2014 Title of Study: USING VIDEO FOR CONSUMER ATTITUDE INOCULATION ABOUT BEEF ANIMAL SLAUGHTER: A QUASI-EXPERIMENTAL STUDY Major Field: AGRICULTURAL COMMUNICATIONS Abstract: Consumers are demanding transparency of agricultural practices. Americans lack agricultural literacy and they need accurate information sources they can trust. Therefore, an effective communication method is needed to make the agricultural industry more transparent. With the increased consumer concern for animal welfare, the industry needs to be more transparent about humane beef cattle slaughter. Few studies exist determining consumer attitudes about beef animal slaughter and how it affects his or her attitudes, especially using the inoculation theory framework. Studies show individuals learn faster with visual media platforms. The purpose of this study was to determine the success of using video mass media communication for consumer attitude inoculation about beef animal slaughter. This study was a quasi-experimental online questionnaire of semantic differential scales, with a control and treatment group. The treatment group was exposed to a video of the beef animal slaughter process, produced by the American Meat Institute for the Glass Walls Project and guided by Temple Grandin. Overall, the findings indicated consumers have positive attitudes toward raising cattle for human consumption, humane beef animal slaughter, and consumption of beef. Consumers have positive attitudes about the importance and benefit of being educated about humane animal slaughter. In conclusion, viewing a video of beef animal slaughter is a successful communication method to educate consumers about beef animal slaughter, inoculating them to potential future threats against his or her attitudes about humane beef cattle slaughter. iii TABLE OF CONTENTS Chapter Page I. INTRODUCTION ......................................................................................................1 Background and Setting ...........................................................................................1 Statement of the Problem .........................................................................................3 Purpose .....................................................................................................................4 Objectives & Hypotheses .........................................................................................4 Scope of the Study ...................................................................................................5 Significance of the Study .........................................................................................5 Assumptions .............................................................................................................6 Limitations ...............................................................................................................6 Definition of Terms..................................................................................................7 II. REVIEW OF LITERATURE....................................................................................9 Agricultural Literacy ................................................................................................9 Animal Slaughter .............................................................................................10 Attitudes .................................................................................................................12 Consumer Decision-Making ............................................................................12 Perception of Risk ............................................................................................14 Transparency ..............................................................................................15 Media Influences ..............................................................................................16 Theoretical Framework: Inoculation Theory .........................................................19 History of the Inoculation Theory....................................................................19 Inoculation Theory Process..............................................................................20 Effect of Inoculation Theory ............................................................................22 Related Studies.................................................................................................24 III. METHODOLOGY ................................................................................................27 Institutional Review Board ....................................................................................28 Research Design.....................................................................................................28 Population and Sample ..........................................................................................28 Instrumentation ......................................................................................................29 Semantic Differentials .....................................................................................29 Design ..............................................................................................................31 iv Chapter Page Validity ............................................................................................................33 Reliability .........................................................................................................34 Data Collection ......................................................................................................35 Data Analysis .........................................................................................................35 IV. FINDINGS .............................................................................................................38 Response Rate ........................................................................................................38 Non-Response Error.........................................................................................39 Objective One ........................................................................................................39 Objective Two ........................................................................................................41 Hypothesis One ................................................................................................44 Objective Three ......................................................................................................44 Hypothesis Two ...............................................................................................51 Hypothesis Three .............................................................................................52 Hypothesis Four ...............................................................................................52 Objective Four .......................................................................................................52 Hypothesis Five ...............................................................................................56 Hypothesis Six .................................................................................................56 V. CONCLUSION, RECOMMENDATION, AND IMPLICATIONS .....................57 Conclusions ............................................................................................................58 Objective One ..................................................................................................58 Objective Two ..................................................................................................59 Objective Three ................................................................................................60 Objective Four .................................................................................................61 Discussion ..............................................................................................................62 Recommendations ..................................................................................................63 Recommendations for Practice ........................................................................63 Recommendations for Research ......................................................................63 Implications............................................................................................................66 REFERENCES ............................................................................................................67 APPENDICES .............................................................................................................76 Appendix A. Institutional Review Board...............................................................77 Appendix B. Control Questionnaire ......................................................................80
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