Work

When Visual-Verbal Overlap Matters: Examining Its Boundary Conditions in Communicating Innovations

Year: 2025

Type: article

Abstract: Using abstract-concrete cognition, dual coding theory, and exemplification theory, we conducted two online experiments assessing public perceptions of ongoing research aimed at developing reduced-gluten wheat and reduced-allergen peanuts using crossbreeding and genome-editing techniques. Visual-verbal overlap messages generated emotions and moral acceptability of the techniques, which then enhanced support for both products, and even intentions to buy and consume in some instances. However, verbal-only messages also generated similar outcomes for reduced-allergen peanuts, whereas for reduced-gluten wheat, the overlap alone was effective. Visual-verbal messages without overlap had no effect in both studies. Findings offer boundary conditions for visual-verbal overlap effects.

Source: Science Communication

DOI: 10.1177/10755470251403517

Authors: Meghnaa Tallapragada, Sachin Rustgi

Institutions: Temple University, Clemson University

Language: English

Topic: Risk Perception and Management

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

Funders: U.S. Department of Agriculture, National Institute of Food and Agriculture

Award: G7746802262