Quantifying the Impact of Message Framing on Consumer Attitudes Towards the Consumption of Meat Products in Cape Town: A Consumer Neuroscience Approach

Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies

The ecology and management of the Kaapsehoop cycad (Encephalartos laevifolius Stapf and Burtt Davy)

Bibliography: p. 182-190.The Kaapsehoop Cycad (Encephalartos laevifolius Stapf and Burtt Davy) has the international, national, and provincial status of "endangered" by virtue of a number of factors which threaten it with extinction. It occurs in only three disjunct populations in southern Africa, of which two are very small and have only adult plants. This situation suggested the need for specific action to ensure the conservation of the plant within its natural habitat. This study was initiated in an attempt to respond to this call for action. The aims of the study were set at gaining an understanding of the ecology of the cycad, establishing the exact nature and extent of the factors threatening it with extinction, and presenting management guidelines as to how the plant and its habitat may be managed to ensure their conservation. Chapter One includes a background to the botanical significance of cycads in general, the reasons for the endangered status of E. laevifolius and a list of aims and objectives. The latter are briefly; to develop. an understanding of the ecology of this cycad, determine the nature and extent of the threats which have placed it in the ''endangered" category, and establish means of managing the plants and their habitat so as to mitigate these threats . The methodology followed to achieve the latter is presented in Chapter Two. The results achieved from work carried out by the author are presented In Chapter Three, and they are then discussed in Chapter Four, together with those obtained from other researchers and experts in the field of cycad ecology and management. From this it becomes apparent that the major factor threatening the plants continued existence in nature, is its illegal removal by unscrupulous collectors. The use of fire as a management tool may cause the loss of sexually propagated off-spring if not based on ecological principals. This would be tragic as the percentage of fertile seed being produced at present is extremely low. Besides the latter two abiotic threats, there are two biotic threats which are also .cause for concern. They are the rotting of the female cones and seed by a pathogenic infection, and the destruction of newly growing tissue by the caterpillars of the Leopard Moth. The insights gained from the study are drawn together as conclusions in Chapter Five. Where these indicate specific management measures or directions for further research, recommendations are made. It must be emphasized that although this study has been used for the enhancement of the author's academic qualification, it is vitally important that the recommendations made be seriously reviewed by those responsible for the conservation of this cycad. If this study is simply put on the shelf after it has achieved its academic goal, the possibility of E. laevifolius becoming extinct is very real

Direct reconstruction of dark energy

An important issue in cosmology is reconstructing the effective dark energy equation of state directly from observations. With so few physically motivated models, future dark energy studies cannot only be based on constraining a dark energy parameter space. We present a new non-parametric method which can accurately reconstruct a wide variety of dark energy behaviour with no prior assumptions about it. It is simple, quick and relatively accurate, and involves no expensive explorations of parameter space. The technique uses principal component analysis and a combination of information criteria to identify real features in the data, and tailors the fitting functions to pick up trends and smooth over noise. We find that we can constrain a large variety of w(z) models to within 10-20 % at redshifts z<1 using just SNAP-quality data.Comment: 5 pages, 4 figures. v2 has added refs plus minor changes. To appear in PR

Dark Matter, Modified Gravity and the Mass of the Neutrino

It has been suggested that Einstein's theory of General Relativity can be modified to accomodate mismatches between the gravitational field and luminous matter on a wide range of scales. Covariant theories of modified gravity generically predict the existence of extra degrees of freedom which may be interpreted as dark matter. We study a subclass of these theories where the overall energy density in these extra degrees of freedom is subdominant relative to the baryon density and show that they favour the presence of massive neutrinos. For some specific cases (such as a flat Universes with a cosmological constant) one finds a conservative lower bound on the neutrinos mass of $m_\nu>0.31$ eV.Comment: 5 pages, 2 figures, 2 tables, submitted to Phys. Rev.