Campus Units

Agricultural Education and Studies

Document Type

Article

Publication Version

Published Version

Publication Date

2017

Journal or Book Title

Journal of Applied Communications

Volume

101

Issue

4

First Page

4

DOI

10.4148/1051-0834.1841

Abstract

Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable local food attitude than the other two video treatments. Although the social connection video treatment generated a positive attitude toward local food based on the real limits, it did not significantly differentiate from the control group. Communicators should consider using similar short, online videos for emphasizing the high quality of local food and its support of the local economy to promote local agricultural products. Future research should pair live-action or animated footage with the same messages in the video treatments to identify messages effectiveness. Researchers should also investigate why some individuals respond to local food’s benefit of social connection more readily than the others, and identify strategies to use social connection media frame to promote local food.

Comments

This article is published as Qu, S., Lamm, A. J., Rumble, J. N., & Telg, R. W. (2017). The effects of online video on consumers’ attitudes toward local food. Journal of Applied Communications, 101(4), 1-20. doi: 10.4148/1051-0834.1841.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Copyright Owner

Association for Communication Excellence

Language

en

File Format

application/pdf

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