Richard Shepherd

Rational choice models are characterized by the image of the self-interested Homo economicus. The role of moral concerns, which may involve a concern for others' welfare in people's judgments and choices, questions the descriptive validity of such models. Increasing evidence of a role for perceived moral obligation within the expectancy-value-based theory of reasoned action and the theory of planned behavior indicates the importance of moral-normative influences in social behavior. In 2 studies, the influence of moral judgments on attitudes toward food produced with the use of genetic engineering techniques and toward meat consumption is addressed. The reasons participants provide for their moral judgments indicate some foci of their moral concerns. The results of both studies corroborate earlier findings that perceived moral obligation has independent effects on behavioral intentions; they also provide evidence that such judgments may affect attitudes themselves. The results are discussed in relation to the need for attitude-behavior models to reflect the role of moral evaluations in judgment and choice.

Source credibility has been thought to bean important determinant of peoples‘ reactions toinformation about technology. There has also been muchdebate about the need to communicate effectively withthe public about genetic engineering, particularlywithin the context of food production. Questionnaireswere used to investigate the impact of sourcecredibility, admission of risk uncertainty, andinitial attitude towards genetic engineering onattitudes of respondents after information provision.120 respondents with positive attitudes towardsgenetic engineering in food production were providedwith persuasive information about the technology,where both source attribution and admission of riskuncertainty were systematically varied within theexperimental design. Impact on perceptions of sourcecredibility, informational qualities, and postintervention attitudes were examined, and compared toa second group of respondents who held initiallynegative attitudes towards genetic engineering, andwho had been exposed to similar informationinterventions. As predicted by Social Judgment Theory,initial attitude was found to be an importantdeterminant of post-intervention attitude. However,admission of risk uncertainty was also found to beinfluential in increasing acceptance and reducingrejection of the technology, possibly through thefacilitation of elaborative processing. Contrary toprevious research, prior attitudes had an impact onperceptions of both source credibility andinformational quality. In terms of effectiveinformation provision about genetic engineering, itwas concluded that scientific honesty is the bestpolicy, and that lay understanding of scientificprocess is probably greater than hitherto assumed byexperts