Effects of information from sources in conflict and in consensus on perceptions of genetically modified food

Using a questionnaire based experimental design (n = 159) people's perceptions of the risk messages and the sources were compared when risk messages were attributed to combinations of expert sources in consensus or in conflict with a government agency message. Changes in perceptions of risks and benefits associated with genetically modified (GM) food were also assessed in the different conditions. Results showed that the participants viewed the government agency message in the same way when they read it on its own, amidst conflicting information or attributed to a consensus. However they perceived the agency more positively as having fewer vested interests when the agency's message was linked (consensus or conflict) with other sources. Further, participants' perceptions of risk reduced when the government agency gave a consensus message with a consumer organisation and their perception of benefit increased when the agency was linked with an expert committee. The results showed that a government agency collaborating with stakeholders may be a good strategy for risk communication but such collaborations may not be of benefit to some stakeholders. (C) 2006 Elsevier Ltd. All rights reserved.