How Consumers See The Risks Of Red Meat

Communicating complex scientific issues to a lay audience is challenging, especially as it relates to food. Consumers are regularly inundated with a range of information, some of it contradictory. To better understand how today’s consumers weigh both positive and negative sources of information, the authors of this paper conducted a study using red meat as a product example. They wanted to understand how consumers interact with and absorb the information presented to them, as well as which information captures their attention most. This study was performed using online tools, so the results are framed around what the researchers call “online deliberation.”

Using “online deliberation software,” the researchers recruited 244 participants from the U.K., Belgium, and Portugal through a market research agency. All of the participants were frequent red meat eaters. The study found that people show a lot of variance in how they absorb and react to information. For example, individuals with more education are also more capable of engaging with “complex communications, such as information presenting both the risks and benefits of red meat.” Thus, the researchers suggest that advocates and “food communicators” should tailor their message “to reach those groups of consumers who are less able to navigate around the complex aspects of food-related risks and benefit.”

The authors also found that presenting information in a “well-recognized and typical media format such as a news page or YouTube video may seem more credible, may be more engaging, and may stimulate more active deliberation.” Some animal protection groups have already started incorporating these strategies into their advocacy work. Of course, if information is a battleground, we should expect that pro-meat groups will try to engage consumers in the same ways. The researchers conclude by noting that limiting the influence of unreliable information is key. Advocates can respond by publishing accurate and easily digestible information in popular media formats.