Understanding the Effect of Seal Size in Non-GMO Food Advertisements and Measuring Consumer Attitudes Toward GMOs

Abstract

Today, genetically modified organisms have an increased presence in the American food supply. GMOs are a topic of controversy, so it is important to know how consumers feel about them. Attitudes toward GMOs have been studied across the globe, but few studies focus on attitudes toward GMOs in the United States. This study consists of two manuscripts: the first manuscript measured attitudes toward GMOs using a semantic differential scale, and the second manuscript measured the effect a certified non-GMO seal has on the way consumers view food advertisements when the size of the seal is manipulated. This study consisted of 100 faculty and staff members from Oklahoma State University. Attitudes toward GMOs were found to be primarily neutral, potentially revealing participants' lack of knowledge of GMOs. The size of the non-GMO seal was found to be significant for time to first fixation and fixation count, but it was not significant for fixation duration.