Psychosocial drivers influencing local food purchasing: beyond availability, the importance of trust in farmers.

Introduction: Although consumers bought more local food during the changing context of pandemic COVID -19, this positive modification may not become a stable habit afterward. Methods: To understand this change in drivers of consumers' intention to buy local food, we investigated the role of perceptions of various intrinsic and extrinsic attributes of local food, its perceived quality, price and availability, and consumers' trust in local food producers. We also investigated the role of sociodemographic variables as well as the moderating role of consumers' stage of change (i.e., absence, reduction, maintenance, and increase) in the purchase of local food. Results: Structural equation modeling results on a representative sample of Italian consumers (N = 511) showed that local food availability is the main driver of purchase intention (ß = 0.20; p = 0.001), especially among consumers who have changed their habits toward buying local food (reduction stage = ß = 0.24; increase stage = 0.30; p = 0.001). In addition, trust in local food producers was found to be a key antecedent to consumers' perceptions of local food as environmentally friendly (ß = 0.57; p = 0.001), healthy (ß = 0.55; p = 0.001), authentic (ß = 0.58; p = 0.001), tasty (ß = 0.52; p = 0.001), socially sustainable (ß = 0.59; p = 0.001), and as a product with a good appearance (ß = 0.55; p = 0.001). Discussion: Overall, these results improve our understanding of which food attributes should be emphasized in communication to promote the purchase of local food.

A theory-based and data-driven approach to promoting physical activity through message-based interventions.

Objective: We investigated how physical activity can be effectively promoted with a message-based intervention, by combining the explanatory power of theory-based structural equation modeling with the predictive power of data-driven artificial intelligence. Methods: A sample of 564 participants took part in a two-week message intervention via a mobile app. We measured participants' regulatory focus, attitude, perceived behavioral control, social norm, and intention to engage in physical activity. We then randomly assigned participants to four message conditions (gain, non-loss, non-gain, loss). After the intervention ended, we measured emotions triggered by the messages, involvement, deep processing, and any change in intention to engage in physical activity. Results: Data analysis confirmed the soundness of our theory-based structural equation model (SEM) and how the emotions triggered by the messages mediated the influence of regulatory focus on involvement, deep processing of the messages, and intention. We then developed a Dynamic Bayesian Network (DBN) that incorporated the SEM model and the message frame intervention as a structural backbone to obtain the best combination of in-sample explanatory power and out-of-sample predictive power. Using a Deep Reinforcement Learning (DRL) approach, we then developed an automated, fast-profiling strategy to quickly select the best message strategy, based on the characteristics of each potential respondent. Finally, the fast-profiling method was integrated into an AI-based chatbot. Conclusion: Combining the explanatory power of theory-driven structural equation modeling with the predictive power of data-driven artificial intelligence is a promising strategy to effectively promote physical activity with message-based interventions.

"If it weren't for COVID-19 ": Counterfactual arguments influence support for climate change policies via cross-domain moral licensing or moral consistency effects.

In two studies, we investigated whether counterfactual messages (i.e., "If… then…") on the economic costs of past public policies influence support for future climate change policies. In Study 1, we tested whether the effect of upward counterfactual messages depended on their referring (or not) to the COVID-19 pandemic. Results showed lower support for a future climate change policy when the past expenses evoked by the upward counterfactual messages were attributed to COVID-19. In Study 2, we combined upward counterfactuals with downward counterfactuals presenting past economic efforts to deal with the COVID-19 pandemic as a moral credit. Results showed that exposure to downward counterfactuals decreased support for climate change policies among participants with low endorsement of anti-COVID-19 measures, whereas it increased support among participants with high endorsement. Discussion focuses on the conditions under which counterfactual communication may activate cross-dimensional moral licensing or moral consistency effects, influencing support for climate change policies.

Affective components in promoting physical activity: A randomized controlled trial of message framing.

Although the study of the affective components involved in predicting physical activity is spreading faster and faster, there is a lack of studies testing their role when promoting physical activity through message interventions. In the present study, we considered these components by focusing on how anticipated affective reactions and emotional processing of the messages influence receivers' affective attitude toward physical activity, concurrent behavior, and future intention. A sample of 250 participants was involved in an intervention relying on prefactual (i.e., "If … then…") messages promoting physical activity. All messages were sent through a research app and were focused on the expected consequences of exercising (or not exercising). Four experimental conditions involving messages differing as to their outcome sensitivity framing (i.e., gain, non-loss, non-gain, and loss) were compared to a control condition. Results showed that reading gain and non-gain messages enhanced the positive affective attitude toward physical activity, compared to control. Enhanced affective attitude after the intervention increased, in turn, self-reported physical activity and future intention. Interestingly, gain messages were even more persuasive for people with a low level of positive anticipated affective reactions. Furthermore, their effectiveness was especially attributable to the elicitation of hope in receivers. Discussion focuses on the advantages of considering affective components and their implications when promoting physical activity.

The Influence of Message Framing on Consumers' Selection of Local Food.

Although local food purchasing provides several benefits to both consumers and producers, research on what recommendation messages can effectively promote the purchase of local food is still lacking. In the present study, 410 participants were involved in a 2-week intervention relying on prefactual (i.e., "If … then") messages promoting the purchase of local food. All messages were sent through a research app to participants' mobile phones and were focused on environmental consequences of purchasing (or not purchasing) local food. Four experimental conditions involving messages differing as to outcome sensitivity framing (i.e., gain, non-loss, non-gain and loss) were compared to a control condition. To test the effectiveness of the messages, before and after the 2-week intervention participants were involved in a choice task. They were asked to choose among fruits with different provenience, that is, from the participants' municipality of residence or abroad. Results showed that all message frames increased the selection of local food, compared to control. Furthermore, pro-environmental consumers were more persuaded by messages formulated in terms of gains and non-gains, whereas healthy consumers were more persuaded by messages formulated in terms of losses or non-losses. Discussion focuses on the advantages of tailored communication to promote the purchase of local food.

The Effect of Message Framing in Promoting the Mediterranean Diet: The Moderating Role of Eating Self-Efficacy.

Although a Mediterranean diet (MeDiet) provides several psychophysical health benefits, research on how to effectively promote MeDiet adherence is still lacking. In the present study, we tested the effectiveness of a messaging intervention aimed at promoting the adherence to the Mediterranean diet. A total of 435 Italian participants responded to a questionnaire on their eating self-efficacy and adherence to the MeDiet at Time 1. Then, participants were randomly assigned to three different conditions: (a) gain messages focused on the positive outcomes of MeDiet adherence; (b) non-loss messages focused on the avoided negative outcomes associated with MeDiet adherence; (c) no messages (control). After the 2 week intervention, participants answered some questions regarding their perception of threat and distress, evaluation of the messages, and adherence to the MeDiet at Time 2. We also tested whether the messaging intervention influenced participants' MeDiet adherence at Time 2. Results confirmed that the messaging intervention enhanced the MeDiet adherence (F(2,432) = 4.61; p = 0.01, ηp2 = 0.02), with no difference between exposure to gain or non-loss messages (95% LLCI = -0.32; 95% ULCI = 0.54). We then tested whether message framing effectiveness was influenced by eating self-efficacy, and results showed that gain messages were more persuasive for participants with low eating self-efficacy (effect size = 0.01; p for interaction = 0.03). Discussion suggests that tailoring messages according to receivers' psychological characteristics seems to be pivotal to enhance the persuasiveness of messages aimed at promoting the MeDiet adherence.

Framing and Tailoring Prefactual Messages to Reduce Red Meat Consumption: Predicting Effects Through a Psychology-Based Graphical Causal Model.

Effective recommendations on healthy food choice need to be personalized and sent out on a large scale. In this paper, we present a model of automatic message selection tailored on the characteristics of the recipient and focused on the reduction of red meat consumption. This model is obtained through the collaboration between social psychologists and artificial intelligence experts. Starting from selected psychosocial models on food choices and the framing effects of recommendation messages, we involved a sample of Italian participants in an experiment in which they: (a) filled out a first questionnaire, which was aimed at detecting the psychosocial antecedents of the intention to eat red/processed meat; (b) read messages differing as to the framing of the hypothetical consequences of reducing (gain, non-loss) versus not reducing (non-gain, loss) red/processed meat consumption; (c) filled out a second questionnaire, which was aimed at detecting participants' reaction to the messages, as well as any changes in their intention to consume red/processed meat. Data collected were then employed to learn both the structure and the parameters of a Graphical Causal Model (GCM) based on a Dynamic Bayesian Network (DBN), aimed to predicting the potential effects of message delivery from the observation of the psychosocial antecedents. Such probabilistic predictor is intended as the basis for developing automated interactions strategies using Deep Reinforcement Learning (DRL) techniques. Discussion focuses on how to develop automatic interaction strategies able to foster mindful eating, thanks to (a) considering the psychosocial characteristics of the people involved; (b) sending messages tailored on these characteristics; (c) adapting interaction strategies according to people's reactions.

Legumes or Meat? The Effectiveness of Recommendation Messages towards a Plant-Based Diet Depends on People's Identification with Flexitarians.

In the present research, we analyzed how to promote a plant-based diet by involving 428 volunteers in a 2-week mobile app intervention. We compared messages promoting the addition of legumes versus messages promoting the replacement of meat with legumes. Messages were either combined or not combined with dynamic norms (i.e., information that more and more people are enacting the behavior). We compared these messages with a control condition (i.e., no message intervention) and we also analyzed the moderation effect of receivers' identification with flexitarians (i.e., people who occasionally eat animal products) and attitudes towards them. In the short term, addition messages increased legume consumption more than replacement messages, especially in people with a negative evaluation of flexitarians and low identification with them. In the long term, increased legume consumption was recorded only when addition messages were combined with dynamic norms. As for meat consumption, the replacement messages were more effective in reducing it in the short term than in the long term, especially in people with positive attitudes towards flexitarians. However, replacement messages combined with dynamic norms were more effective in the long term than in the short term. These results advance our comprehension of how to tailor dietary messages.

Why Do Consumers Intend to Purchase Natural Food? Integrating Theory of Planned Behavior, Value-Belief-Norm Theory, and Trust.

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers' intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers' trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers' intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

Connecting Social Psychology and Deep Reinforcement Learning: A Probabilistic Predictor on the Intention to Do Home-Based Physical Activity After Message Exposure.

Previous research has shown that sending personalized messages consistent with the recipient's psychological profile is essential to activate the change toward a healthy lifestyle. In this paper we present an example of how artificial intelligence can support psychology in this process, illustrating the development of a probabilistic predictor in the form of a Dynamic Bayesian Network (DBN). The predictor regards the change in the intention to do home-based physical activity after message exposure. The data used to construct the predictor are those of a study on the effects of framing in communication to promote physical activity at home during the Covid-19 lockdown. The theoretical reference is that of psychosocial research on the effects of framing, according to which similar communicative contents formulated in different ways can be differently effective depending on the characteristics of the recipient. Study participants completed a first questionnaire aimed at measuring the psychosocial dimensions involved in doing physical activity at home. Next, they read recommendation messages formulated with one of four different frames (gain, non-loss, non-gain, and loss). Finally, they completed a second questionnaire measuring their perception of the messages and again the intention to exercise at home. The collected data were analyzed to elicit a DBN, i.e., a probabilistic structure representing the interrelationships between all the dimensions considered in the study. The adopted procedure was aimed to achieve a good balance between explainability and predictivity. The elicited DBN was found to be consistent with the psychosocial theories assumed as reference and able to predict the effectiveness of the different messages starting from the relevant psychosocial dimensions of the recipients. In the next steps of our project, the DBN will form the basis for the training of a Deep Reinforcement Learning (DRL) system for the synthesis of automatic interaction strategies. In turn, the DRL system will train a Deep Neural Network (DNN) that will guide the online interaction process. The discussion focuses on the advantages of the proposed procedure in terms of interpretability and effectiveness.

Explaining intention to reduce red and processed meat in the UK and Italy using the theory of planned behaviour, meat-eater identity, and the Transtheoretical model.

This study aimed to contribute to the growing literature investigating the psychosocial factors associated with intentions to reduce red and processed meat consumption, given the significant negative impact of meat on public health and in contributing to climate change. A framework combining the Theory of Planned Behaviour with meat-eater identity and the Transtheoretical Model was used to explain intention to reduce red and processed meat consumption across participant samples in the UK and Italy, to identify the factors involved in encouraging behaviour change whilst also considering differences in culinary practices. University students in the UK (n = 320) and Italy (n = 304) completed an online survey including measures from the Theory of Planned Behaviour and the Transtheoretical Model, as well as a measure of meat-eater identity. The results showed differences in the relative impact of subjective norm, perceived behavioural control, and meat-eater identity, on behavioural intention across the different stages of change and across the two countries. On the other hand, attitude remained a stable predictor across the different stages of change and in both countries. The results are discussed in relation to existing literature, with the goal of increasing understanding of how reduced meat consumption might be encouraged across different populations.

The Effect of Persuasive Messages in Promoting Home-Based Physical Activity During COVID-19 Pandemic.

We tested the plausibility of a persuasion model to understand the effects of messages framed in terms of gain, non-loss, loss, and non-gain, and related to the physical, mental and social consequences of doing physical activity at home during the lockdown restrictions. 272 Italian participants responded to a questionnaire on their attitude and intention at Time 1, frequency of past behavior, and self-efficacy related to exercising at home. Then, participants were randomly assigned to four different message conditions: (a) gain messages focused on the positive outcomes associated with doing physical activity at home; (b) non-loss messages focused on the avoided negative outcomes associated with doing physical activity at home; (d) loss messages focused on the negative outcomes associated with not doing physical activity at home; (c) non-gain messages focused on the missed positive outcomes associated with not doing physical activity at home. After reading the messages, participants answered a series of questions regarding their perception of threat and fear, their evaluation of the messages, and their attitude and intention toward exercising at home at Time 2. Using multigroup structural equation modeling, we compared message conditions, and tested whether the effects of the messages on attitude and intention at Time 2 were mediated by message-induced threat, message-induced fear, and message evaluation. Results showed that the perception of the messages as not threatening was the key point to activate a positive evaluation of the recommendation. The highest persuasive effect was observed in the case of the non-loss frame, which did not threaten the receivers, triggered a moderated fear and, in turn, activated a positive evaluation of the recommendation, as well as higher attitude and intention to do home-based physical activity at Time 2. Overall, these results advance our comprehension of the effects of message framing on receivers' attitudes and intentions toward home-based physical activity.

A Cognitive-Emotional Model to Explain Message Framing Effects: Reducing Meat Consumption.

We tested the plausibility of a cognitive-emotional model to understand the effects of messages framed in terms of gain, non-loss, non-gain, and loss, and related to the health consequences of red/processed meat consumption. A total of 544 Italian participants reported their attitude toward reduced red/processed meat consumption and intention to eat red/processed meat (time 1 questionnaire). One week later, participants were randomly assigned to four different message conditions: (a) gain messages focused on the positive health outcomes associated with low meat consumption; (b) non-loss messages focused on the avoided negative health outcomes associated with low meat consumption; (c) non-gain messages focused on the missed positive health outcomes associated with high meat consumption; (d) loss messages focused on the negative health outcomes associated with high meat consumption (message sending). After reading the messages, participants answered a series of questions regarding their emotional and cognitive reactions to the messages, their evaluation of the messages, and again their attitude and intention toward red/processed meat consumption (time 2 questionnaire). Comparing different multivariate linear models under the Bayesian approach, we selected the model with the highest plausibility conditioned to observed data. In this model, message-induced fear influenced systematic processing, which in turn positively influenced message evaluation and attitude, leading to reduced intention to consume red/processed meat. Vice versa, message-induced anger reduced systematic processing, which in turn negatively influenced message evaluation, and led to no effect on attitude and intention. The comparison among message conditions showed that gain and non-loss messages activated integrated emotional and cognitive processing of the health recommendation, while loss and non-gain messages mainly activated emotional shortcuts toward attitude and intention. Overall, these results advance our comprehension of the effects of message framing on receivers' attitudes and intentions.

Going Green, but Staying in the Black: How Framing Impacts the Agreement With Messages on the Economic Consequences of Environmental Policies.

Past research suggests that although citizens are generally favorable to pro-environmental policies, their negative economic impact can be a relevant source of concern. In two studies, we investigated the agreement with messages highlighting the positive vs. negative economic impact of a pro-environmental policy (the creation of a protected natural reserve in a lakeside area), as a function of the framing of the policy itself in terms of local relevance (Study 1) and environmental impact (Study 2). In Study 1, participants (N = 514) were citizens of different Italian regions. Results showed that reference to the local (vs. global) relevance of the proposed policy increased the tendency to agree with loss-framed (vs. gain-framed) messages on the economic impact of the policy. In Study 2, participants (N = 500) were a sample of actual lakeside residents from the Garda Lake area in Italy. Results showed that reading messages promoting the policy through stressing the negative consequences of not implementing it (vs. the positive consequences of implementing it) increased the tendency to agree with a subsequent loss-framed (vs. gain-framed) message on the economic impact of the policy. This effect was more evident among participants with stronger place identity. Discussion focuses on the relevance of framing and matching effects in devising persuasive messages on the environmental and economic impact of pro-environmental policies.

Regulatory Focus and the Effect of Nutritional Messages on Health and Well-Being: The Case of Red Meat Intake.

BACKGROUND: The persuasiveness of nutritional messages varies according to individual regulatory focus. However, so far research has focused on the negative or positive valence of the message, while we lack research on the differential effectiveness of health vs. well-being messages. We tested whether messages centred on negative health or well-being outcomes influenced the intention to eat red meat, and whether participants' predominant regulatory focus moderated this effect. METHODS: Participants (N = 207; 83 males, 124 females; mean age = 24.89, SD = 7.76) completed a questionnaire measuring dietary preferences and predominant regulatory focus. They were then presented with different versions of a message describing the negative effects of excessive red meat consumption on either health or well-being. They rated their involvement in the message and intention to eat red meat. RESULTS: Participants with a prevalent prevention focus showed greater involvement and lower intention to eat red meat after reading health messages than after reading well-being messages. No such difference was found in participants with a prevalent promotion focus. CONCLUSIONS: Emphasising the avoidance of organic diseases appears to be an effective strategy to involve individuals and reduce their intention to eat red meat, especially when they have a predominant prevention focus.

Different Frames to Reduce Red Meat Intake: The Moderating Role of Self-Efficacy.

Previous research has shown that messages aimed at reducing red meat intake often do not have the expected effect. In the present study, we tested whether prefactual ("If… then") or factual messages focused on health or wellbeing concerns have different persuasive effects depending on the recipient's level of eating self-efficacy. Young adult participants (N = 247) completed a questionnaire measuring their eating self-efficacy and current red meat consumption. They were then presented with a prefactual or factual version of a message describing the possible negative impact of excessive red meat consumption on either health or wellbeing. After reading the message participants reported their involvement with the message and intention to eat red meat in the future. Results showed that prefactual wellbeing messages and factual health messages trigger participants' involvement and, in turn, reduce their intention to eat red meat more than the other message combinations. Eating self-efficacy moderates these effects, with factual health messages persuading people with high self-efficacy and prefactual wellbeing messages persuading also receivers with an average level of self-efficacy. Discussion focuses on which message frames can be more effective in promoting a reduction in red meat consumption in a wider population.

Informational and emotional daily messages to reduce red and processed meat consumption.

In the present study we tested a daily messaging intervention aimed at promoting the reduction of red and processed meat consumption (RPMC). We randomly allocated 180 young adults to three different message conditions. Participants in the informational condition read messages on the consequences of excessive RPMC on one's health and the environment. Participants in the emotional condition read messages eliciting anticipated regret for the consequences of excessive RPMC on one's health and the environment. Participants in the control condition read messages on the health and the environment consequences of sugar consumption. We sent messages through a chatbot every morning for two weeks. RPMC, attitude, intention, and anticipated regret regarding RPMC were measured three times: before the two-week messaging intervention (baseline), immediately after the intervention (post intervention) and two months thereafter (follow up). RPMC was also measured through food diaries, completed for two weeks after the intervention. Compared to the control condition, participants exposed to emotional messages reduced RPMC at follow up, while this was not the case for participants exposed to informational messages. In addition, anticipated regret and intention mediated the effects of emotional messages on RPMC. Implications for devising effective messaging interventions to change RPMC are discussed.

Promoting change in meat consumption among the elderly: Factual and prefactual framing of health and well-being.

Messages aimed at changing eating habits of the elderly are often not persuasive. In two studies, we tested the hypothesis that the persuasiveness of messages regarding the effects of meat consumption on health versus well-being would depend on their factual versus prefactual ('if … then … ') framing. Different groups of elderly participants were presented with different versions of a message describing the possible negative effects of excessive meat consumption. Results of a preliminary study showed that messages about the effects of meat consumption on health and well-being induced a different regulatory concern in recipients, safety and growth concerns respectively. Results of the two main studies then showed that messages about health/safety had stronger effects on participants' involvement, attitudes, and intentions to change eating behaviour when framed in factual rather than prefactual terms. Conversely, messages about well-being/growth had stronger effects when framed in prefactual rather than factual terms. Discussion focuses on how the appropriate framing of messages about meat consumption can effectively promote changes in eating habits of elderly people.

Empowering Skills for an Active Ageing and Healthy Living.

The chapter is aimed at describing four different approaches, each supported by experimental findings, which can be adopted to empower life skills in the elderly. The first approach consists in stimulating aged persons by asking them to carry out some tasks aimed at activating the brain and mental processes which are targeted by the intervention. In the second approach the elderly are hinted at thinking about their mental states to understand one's own and others' behavior to act as a reflective agent. The third approach is based on the assumption that the communication context can support and improve old people's skills, if the messages they receive are devised so to focus their attention on relevant information and to elicit relevant cognitive frameworks. According to the fourth approach, aged people can be engaged in activities which enjoy them so to express themselves in personal ways and to practice a wide set of mental functions. Becoming aware of the pros and cons of each approach enables us to choose the kind of intervention which is most suited to the elderly, taking into account the features of the context and the actual resources which can be employed. We also aim at integrating the different approaches so to devise a holistic intervention in which synergies among the methodologies to be applied occur.

The day after an electoral defeat: counterfactuals and collective action.

An intriguing question for scholars of collective action is how participants of unsuccessful actions become re-engaged in future collective activities. At an individual level, previous research has shown that after negative outcomes counterfactual thoughts ('if only … ') may serve to prepare for future action. In the current research, we investigated whether counterfactuals may also prepare for future action at a collective level. After a defeat of their party at the regional elections, 163 political activists rated their agreement with abstract (as opposed to concrete) and party-focused (as opposed to other-focused) counterfactuals about how the elections outcome might have been better. Results showed that abstract counterfactuals, dealing with the core elements of the elections, supported collective action intention better than concrete ones. Consistent with the recent developments of dual-pathway models of collective action, counterfactuals predicted collective action intention through the mediation of group efficacy and group identification. In particular, while both party- and other-focused abstract counterfactuals increased group efficacy, only other-focused abstract counterfactuals increased group identification. Discussion focuses on how the investigation of counterfactuals can enlarge our knowledge of the socio-cognitive antecedents of collective action.