Using theory to guide formative evaluation of “who's afraid of Franken‐food?”: Implications for health message design (In press,communication studies)

This paper uses the Theory of Planned Behavior as a framework to guide formative evaluation of the lay public's attitudes, subjective norms, and perceptions of control associated with genetically modified (GM) foods. Focus group participants’ (N= 82) responses regarding genetically modified foods revealed attitudes associated with both risks and benefits around the topics of food safety, the environment, and the economy. These attitudes have formed in association with information often received through informal and less scientific sources and are more often negative in valence rather than positive. These attitudes also are associated with normative convictions that use of biotechnology is widespread, hampering individual efforts to exercise control over their nutrition and contributing to increases in human growth patterns that many participants observed. Some differences between males and females, and African American as compared to European American participants, were observed, contributing to the health communicator's ability to specify target audiences and goals in association with health message design and campaign planning. The significance of theory‐driven systematic formative research to guide health communication activities is emphasized within the context of the study's findings.