Impact of Message Framing and Appeals on Attitude and Consumption Behavior Toward Cultured Meat

This research examines the effects of message framing and appeals on people’s attitude and consumption behavior toward cultured meat. An experimental design was conducted to examine the effects of gain-loss framing and context appeals on attitude and consumption behavior toward cultured meat. Based on framing theory and construal theory, we hypothesized that gain framing increases attitude and consumption behavior toward cultured meat more than loss framing and personal health appeals increase attitude and consumption behavior toward cultured meat more than environmental appeals. The results show that gain- and loss-framed messages have no effect on cultured meat attitude and consumption behavior, but health appeals induced higher cultured meat attitudes and greater cultured meat consumption behavior than environmental appeals.