Abstract #410

# 410
Using video for consumer attitude inoculation about beef animal slaughter.
Katherine E. Powers1, Traci L. Naile*1, 1Oklahoma State University, Stillwater, OK.

In the face of increasing consumer demands for transparency in agricultural production, decreasing literacy about agriculture, and increasing needs for trustworthy information sources for consumers, methods of communicating information about agriculture need to be examined for their effectiveness. Specifically, concerns about beef cattle slaughter need to be addressed through creative and effective channels of communication. However, few studies have been conducted to determine whether consumers can be inoculated through specific mediums against negative messages about slaughter. As visual media platforms have been demonstrated to increase learning, this study was conducted to determine the success of video in educating consumers about the slaughter process. To accomplish this purpose, an online questionnaire was administered to control and treatment groups drawn from a population of university faculty and staff. Both groups responded to series of questions designed to measure their attitudes toward beef consumption and beef cattle slaughter. The treatment group also watched a video of the humane beef cattle slaughter process immediately after answering the first series of questions, which was designed to capture attitudes about raising beef cattle for consumption. The American Meat Institute originally produced the video for the Glass Walls Project and permitted its use in this study. Consumers in the treatment and control groups had positive attitudes toward raising cattle for human consumption, humane beef cattle slaughter, education about slaughter, and consumption of beef. Consumers who viewed the video had significantly (P < 0.05) more positive attitudes about humane beef cattle slaughter, transparency about the slaughter process, and education about slaughter. These attitudes demonstrate that viewing a video of humane beef cattle slaughter is a successful method for educating consumers about the slaughter process. Using this method of communication is effective in inoculating consumers to negative messages that could influence consumers’ attitudes about humane beef cattle slaughter.

Key Words: beef, slaughter, video