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IntroductionOne approach to bridging the gap between consumer intentions and behavior is persuasive communication to reinforce their intentions and thereby support their behavior change. Message framing has proven to be a useful, persuasive communication tool. However, message framing is considered more complicated than other types of framing because, in addition to concept-specific elements, it is also strongly influenced by and, in turn, influences emotions. Therefore, it is almost impossible for consumers to verbally express their attitudes, so the challenge is to explain and measure its impact. This research aims to help in this regard by suggesting a theoretical model to understand how message framing is processed from a consumer neuroscience perspective. More precisely, the factors that constitute message framing are systematized and built on a reflective-impulsive model and a neural emotion-cognition framework interpreted to explain the persuasive effects of message framing.MethodA functional magnetic resonance imaging (fMRI) experiment is used to examine the effects of message framing for four different frame types that are hypothesized to affect consumer information processing differently.ResultThe results suggest that communication strategies should take into account the valence of the objects and the frame used. The behavioral results partially confirm the assumption that two types of information processing could take place, as suggested by the reflective-impulsive model. At the neural level, using the network perspective, the results show that certain brain regions primarily associated with emotional and cognitive interaction processes are active during processing, depending on the framing of the message.DiscussionIn cases of indirect avoidance value-consistent framing, it may be good to communicate the bad in the appropriate frame to influence information processing.

Over the last few decades, animal welfare (AW) labels have become permanent factors in consumer markets for animal-based food products across Europe. During this time, scholarly thinking about consumer perspectives on AW labelling has identified problems that hinder the effectiveness of labels, pertaining to (i) consumers’ trust in labels, (ii) the number of labels present in the market, (iii) confusion about the meaning of labels, (iv) trade-offs between AW labels and price, (v) consistency between the AW standards and consumers’ individual opinions about AW and (vi) the ability of animal-based sectors to innovate in AW labelling. Based on these insights, this study explores the current state of these problems by questioning 2.433 consumers from four countries in the European Union (Finland, the Netherlands, Spain, and Italy) about these issues. The results show that, while opinions differ between countries and cross-border consumer segments, these issues persist for many consumers. These results cast doubt on the idea that AW labels in their traditional form can substantially increase their effect on the market. The study therefore explores potential data-based solutions to persistent consumer problems by drawing on precision livestock and e-commerce technologies. It extends current data use, which is often limited to farms and value chain actors but rarely reaches consumers. We argue that innovative technologies create opportunities to influence consumers in the often neglected pre- and post-purchase stages, through a selection system where consumers can indicate their AW preferences, receive feedback, and transparently provide insight into their preferences to other value chain actors.

As a concept that is somewhat under emergence, the notion of the Metaverse varies across different academic articles. Yet there is a shared view on the benefits to its ongoing implementation, particularly for digital art, where the technology can provide a new metric for artists to showcase and sell their artwork to a global audience with minimal barriers, and for consumers to have an unbounded experience not limited by physical space or museum entry fees. In this article, a contribution is provided to a broader conversation about the future of the digital art and the Metaverse and its role in shaping our online culture. We discuss the concept of the Metaverse, its structure, the role of artificial intelligence and the benefits (and limitations) the technology holds for digital art. For a case study, we develop a 3D art gallery housing an art collection generated using artificial-intelligence-based techniques such as diffusion models. A total of 67 individuals are surveyed from three pools (two in-person and one online-based), with questions relating to the future of digital art, the Metaverse and artificial intelligence. Findings include that the majority of participants were familiar with the concept of the Metaverse and overall, they had a predominately optimistic view of both the use artificial intelligence for art, and the use of the Metaverse to support digital art, with 85.3% of the participants having already seen artificial-intelligence-based artwork. The identification of consumer segments further highlights the importance of finding customised solutions, considering consumers’ heterogenous preferences for AI-generated art. Research presented in this article will be beneficial for those looking to explore the Metaverse for artwork and develop virtual galleries, and the findings further highlight the Metaverse as a potential democratising force in the art world.

Within the European Union, there is no harmonization of farm animal welfare quality schemes for meat and dairy products. Instead, there are several industry-driven initiatives and voluntary schemes that seek to provide information on animal welfare for attentive consumers. This study had two aims. First, we quantified how selected industry-wide quality schemes cover the welfare of pigs and dairy cattle on farms by comparing the evaluation criteria selected by schemes with the animal-, resource- and management-based measures defined in the Welfare Quality protocol (WQ®). Second, we identified how these quality schemes use the data generated along the value chain (sensors, breeding, production, and health recordings) for animal welfare assessments. A total of 12 quality schemes, paying attention to animal welfare but not necessarily limited to welfare, were selected for the analysis. The schemes originated from eight European countries: Finland, Sweden, Denmark, Ireland, the Netherlands, Germany, Austria, and Spain. Among the studied quality schemes, we have identified 19 standards for certification: nine for dairy and 10 for pig production. Most of the analyzed standards were comprehensive in welfare assessment. In total, 15 out of 19 standards corresponded to WQ® in more than 70%. However, this high correspondence was obtained when allowing for different information sources (environment instead of animal) than defined in WQ®. Compared to WQ®, the investigated schemes were lagging in terms of the number of measures evaluated based on the animals, with only five standards, out of 19, using predominantly animal-based measures. The quality schemes mostly applied resource-based instead of animal-based measures while assessing good health and appropriate behavior. The utilization of data generated along the value chain by the quality schemes remains insignificant as only one quality scheme allowed the direct application of sensor technologies for providing information on animal welfare. Nevertheless, several schemes used data from farm recording systems, mostly on animal health. The quality schemes rely mostly on resource-based indicators taken during inspection visits, which reduce the relevance of the welfare assessment. Our results suggest that the quality schemes could be enhanced in terms of data collection by the broader utilization of data generated along the value chain.

The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) – as a portable neuroimaging method – has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers’ behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the cortical relief effect. More precisely, the research findings support the hypothesis that the reduced neural activity of brain regions associated with the dlPFC can predict sales at the PoS, emphasising another crucial neural signature to predict shoppers’ purchase behaviour, next to the frequently cited reward association system. The research findings offer an innovative perspective on how to design and evaluate PoS merchandising elements, indicating fruitful theoretical and practical implications.

Scholars in the fields of animal science and technology have investigated how precision livestock farming (PLF) can contribute to the quality and efficiency of animal husbandry and to the health and welfare of farm animals. Although the results of such studies provide promising avenues for the development of PLF technologies and their potential for the application in animal husbandry, the perspectives of consumers with regard to PLF technologies have yet to be the subject of much investigation. To address this research gap, the current study explores consumer perceptions of PLF technologies within the pork and dairy value chains. The investigation is based on results from six focus group discussions conducted in three European countries, each reflecting a different market environment: Finland, the Netherlands and Spain. The results indicate that consumers expect the implementation of different PLF technologies to enhance the health and welfare of farm animals, while generating environmental improvements and increasing the transparency of value-chain processes. The analysis further reveals three over-arching consumer concerns: (1) the fear that the integration of PLF technologies will introduce more industrialisation into livestock farming production; (2) the concern that PLF technologies and data are vulnerable to misuse and cyber-crime; and (3) the concern that PLF information is not communicated adequately to allow informed purchase decisions. The research findings provide directions for members of the animal-based food value chain to make informed decisions to improve their sustainability, social responsibility and credibility by endorsing the acceptance of PLF (technologies) amongst European consumers.

Virtual Reality (VR) involves the coupling of visual communication hardware and software. The technology is capable of offering transformative educational practice and is increasingly being adopted within the biochemistry domain to better understand complex biochemical processes. This article documents a pilot study for the efficacy of VR in biochemistry education at undergraduate university level, focusing on the citric acid cycle: a central process for extracting energy in most cellular life forms. 10 participants were equipped with a VR headset and electrodermal activity (EDA) sensors, then immersed within a digital environment where they were able to learn the 8 main steps of the citric acid cycle within a virtual lab by completing 8 levels of activity. Post and pre surveys were taken, along with EDA readings throughout the students' interaction with VR. Research findings support the hypothesis that VR increase students' understanding, particularly if students feel engaged, stimulated and intend to use the technology. Moreover, EDA analysis indicated that the majority of participants demonstrate enhanced engagement in the education-based VR-experience as measured by elevated levels of skin conductance, a marker for autonomic arousal and a measure of engagement in an activity.

Recent research in the field of “neuro-marketing” shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of “neuro-marketing” and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI—namely the “first-choice-brand” effect—by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of “neuro-marketing” and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.