Using Video for Consumer Attitude Inoculation about Beef Animal Slaughter: a Quasi-experimental Study

Abstract

Consumers are demanding transparency of agricultural practices. Americans lack agricultural literacy and they need accurate information sources they can trust. Therefore, an effective communication method is needed to make the agricultural industry more transparent. With the increased consumer concern for animal welfare, the industry needs to be more transparent about humane beef cattle slaughter. Few studies exist determining consumer attitudes about beef animal slaughter and how it affects his or her attitudes, especially using the inoculation theory framework. Studies show individuals learn faster with visual media platforms. The purpose of this study was to determine the success of using video mass media communication for consumer attitude inoculation about beef animal slaughter. This study was a quasi-experimental online questionnaire of semantic differential scales, with a control and treatment group. The treatment group was exposed to a video of the beef animal slaughter process, produced by the American Meat Institute for the Glass Walls Project and guided by Temple Grandin. Overall, the findings indicated consumers have positive attitudes toward raising cattle for human consumption, humane beef animal slaughter, and consumption of beef. Consumers have positive attitudes about the importance and benefit of being educated about humane animal slaughter. In conclusion, viewing a video of beef animal slaughter is a successful communication method to educate consumers about beef animal slaughter, inoculating them to potential future threats against his or her attitudes about humane beef cattle slaughter.