Persuasion in health: fact versus popular opinion

Abstract

The present study examines the effects of descriptive norms on changing indifferent attitudes towards organic food. Researchers hypothesized that reading a descriptive norm statement, which falsely states that a high percentage of people are now eating organic foods, will have a greater positive effect on changing indifferent attitudes than reading a factual-favorable statement (positive facts about organic food) or a food-unrelated statement (control). Another objective of the study is to discover correlations between people’s health, lifestyle, and attitudes towards organic food. Data is continuously collected throughout Southeast Florida (to date n = 210). Those with a positive attitude toward organic food (n = 120) were asked to complete a health, lifestyle, and demographic questionnaire. Those who held indifferent attitudes towards organic food (n = 90) were randomly assigned to one of the three conditions. Data analyses have not been completed yet. Results from the original pilot study (n = 100) indicated that the descriptive norm condition had the predicted effect. Findings from this study can be used to offer advocates of organic food effective ways of promoting sustainable food.