Changes in Risk Perceptions Relating to Genetically Modified Food in Response to Source Information. M. S. Dean and G. M. Breakwell, SPERI, University of Surrey, Guildford, Surrey
Effective information sources play an important role in the field of risk communications. Using a questionnaire based experimental design on a sample of first year undergraduate psychology students (n= 65), this study investigated the effects of source information on perceptions of risks in the area of genetically modified food. Previous research (Frewer and Shepherd,1994) found that although presenting information relating to genetically modified food produced significant changes in risk perception, the attribution of this information to different sources didn’t have any effect. This study comprised 3 conditions, where perceptions of risks, benefits and control relating to the technology were measured before and after the presentation of different types of messages (positive, cautious or contested). Results showed that the type of message had an impact on risk perceptions. Confirming previous findings (Frewer et al.1996, Hornig,1995), that the control of this technology is seen to be at a societal level, the study also showed that when contested messages are presented, perceptions of societal control of this technology decreased significantly. Further, contested messages significantly altered how people perceive the information sources on many dimensions. For example, they were perceived as having more expertise and more responsible in providing information. These findings are discussed in terms of initial attitude to genetically modified food, perceived personal efficacy in science and technology, beliefs in "possible worlds" and trust in the sources of information. Implications for risk communication are discussed.
Work Sponsored by The Ministry of Agriculture, Fisheries and Food; Studentship No - AE9159.
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