Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Master of Science in Agricultural Economics (MS)

Degree Level

Graduate

Department

Agricultural Economics and Agribusiness

Advisor/Mentor

McFadden, Brandon

Committee Member

Ala-Kokko, Kristiina

Second Committee Member

Loy, Ryan

Keywords

Consumer Preferences; Public Perception

Abstract

This paper will present results from the final survey of a multi-stage project examining factors that influence opinions about gene editing in agriculture and medicine. In this final survey, 3,200 U.S. respondents were recruited and randomized to view one of eight videos that communicated the safety of gene editing to determine which factors are most influential in changing opinions. The eight videos were designed based on data collected from focus groups and three previous surveys in this multi-stage project. The eight videos varied by three attributes: messenger, message, and application. The messenger in the videos was either a researcher or a blogger. The message either focused on the number of years of biotechnology use without adverse events or on the number of studies showing biotechnology's safety. Lastly, the focus of biotechnology applications was on the context of either agriculture or medicine. Between-subject tests were used to estimate the differences in communication effectiveness based on video attributes. Results indicate that respondents were receptive to the videos, and the video context (agricultural or medical) influenced how well participants retained knowledge in that field. However, the content (studies or time) and the speaker (researcher or blogger) had less prominent effects on knowledge. The findings of this study will be of interest to science communicators, industry professionals, and policymakers seeking to communicate the safety of biotechnology to the public.

Download

Share

COinS