University of Twente Student Theses


Visuele versus tekstuele uitleg bij de acceptatie van nanotechnologie in voeding

Noordkamp, Aniek (2015) Visuele versus tekstuele uitleg bij de acceptatie van nanotechnologie in voeding.

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Abstract:Nowadays, nanotechnology makes a great entrance in the food industry. For the further development of this innovation, it is important to communicate the benefits and risks of nanotechnology in a proper way to the consumer. As communication tools has evolved, nowadays communication is especially visually. With this research, the influence of visual communication is compared by a textual explanation. It is examined if there is a difference between the two means of communication on the acceptance of nanotechnology in food. A theoretical model of consumer acceptance is used in which the determinants of acceptance of nanotechnology are shown. These determinants are benefit perception, risk perception, uncertainty about the benefits and drawbacks, social norm, perceived behavioral control and affect. A total of 128 respondents from the University of Twente participated in the survey through Sona Systems. These respondents were divided by randomization into two groups. One group saw a movie about nanotechnology and the other group read a written text. Then they had to fill out an online questionnaire, with questions about the acceptance and determinants. There was no significant difference between the two conditions in acceptance and the determinants. The only difference between the conditions was that the film was found to be significantly more interesting. In addition, high correlations have been found between the acceptance and the determinants, so these determinants do have a connection with the acceptance. Implications are discussed. Suggestions for further research are provided.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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