EmoSemio Interview Moderator Guide

This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. Interviews were conducted in summer of 2023. This moderator guide follows the protocol outlined for the EmoSemio method.

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Work Title EmoSemio Interview Moderator Guide
Access
Open Access
Creators
  1. Morgan Failla
  2. Josephine Wee
  3. Helene Hopfer
License CC BY-NC 4.0 (Attribution-NonCommercial)
Work Type Other
Acknowledgments
  1. Dr. Sara Spinelli
  2. Dr. Erminio Monteleone
Publication Date 2024
Geographic Area
  1. State College, PA
Deposited November 21, 2024

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Version 1
published

  • Created

    November 21, 2024 11:11 by mef5910

  • Updated

    November 21, 2024 11:11 by [unknown user]

  • Updated Geographic Area, Description, Publication Date Show Changes

    November 21, 2024 11:12 by mef5910

    Geographic Area
    • State College, PA
    Description
    • The interview moderator guide was used to facilitate all interviews held for the cell-cultivated meat label term EmoSemio project.
    Publication Date
    • 2023
  • Added Creator Morgan Failla

    November 21, 2024 11:12 by mef5910

  • Added Creator Josephine Wee

    November 21, 2024 11:12 by mef5910

  • Added Creator Helene Hopfer

    November 21, 2024 11:12 by mef5910

  • Added V3 EmoSemio Interview Mod Sheet.docx

    November 21, 2024 11:14 by mef5910

  • Updated

    November 21, 2024 11:14 by mef5910

  • Updated Description Show Changes

    November 22, 2024 13:25 by mef5910

    Description
    • The interview moderator guide was used to facilitate all interviews held for the cell-cultivated meat label term EmoSemio project.
    • This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. This moderator guide follows the protocol outlined for the EmoSemio method. See abstract below:
    • Approval of cell-cultivated meat (CCM) for sale is widely discussed by media, consumers, and stakeholders, with Singapore being first to approve in 2020, followed by the USA in 2023. In both countries, many label terms are used to describe these products making it difficult for consumers to make informed choices. While consumer surveys have evaluated label term appeal and transparency, emotions evoked by different label terms remain unclear.
    • We set out to close this gap in understanding through the development and application of a product-specific emotional profile for CCM label terms. In this two-part study, we first created a 17-item EmoSemio questionnaire to encapsulate the range of emotions evoked by different CCM label terms, then tested it with 893 USA and 424 Singaporean participants in an online survey.
    • We found terms including the words ‘cell-’ and lab-grown to evoke significantly greater negative emotions in both countries. In both countries, the term clean meat evoked the greatest positive valence emotions, however, when prompted with the definition of CCM participants did not choose it as a representative label term in either Singapore or the USA. Our results inform all CCM stakeholders of label term impacts on consumer perception in both the USA and Singapore. By comparing emotions evoked in the USA and Singapore, we contribute to cross-cultural research on CCM perception. The development of a product-specific EmoSemio questionnaire allows future research to assess the emotions evoked by CCM label terms.
  • Updated Acknowledgments Show Changes

    November 22, 2024 13:26 by mef5910

    Acknowledgments
    • Dr. Sara Spinelli, Dr. Erminio Monteleone
  • Deleted V3 EmoSemio Interview Mod Sheet.docx

    November 22, 2024 13:27 by mef5910

  • Added EmoSemio Interview Mod Guide.pdf

    November 22, 2024 13:27 by mef5910

  • Updated License Show Changes

    November 22, 2024 13:27 by mef5910

    License
    • https://rightsstatements.org/page/NoC-US/1.0/
  • Updated Description Show Changes

    November 22, 2024 13:38 by mef5910

    Description
    • This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. This moderator guide follows the protocol outlined for the EmoSemio method. See abstract below:
    • This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. Interviews were conducted in summer of 2023. This moderator guide follows the protocol outlined for the EmoSemio method. See abstract below:
    • Approval of cell-cultivated meat (CCM) for sale is widely discussed by media, consumers, and stakeholders, with Singapore being first to approve in 2020, followed by the USA in 2023. In both countries, many label terms are used to describe these products making it difficult for consumers to make informed choices. While consumer surveys have evaluated label term appeal and transparency, emotions evoked by different label terms remain unclear.
    • We set out to close this gap in understanding through the development and application of a product-specific emotional profile for CCM label terms. In this two-part study, we first created a 17-item EmoSemio questionnaire to encapsulate the range of emotions evoked by different CCM label terms, then tested it with 893 USA and 424 Singaporean participants in an online survey.
    • We found terms including the words ‘cell-’ and lab-grown to evoke significantly greater negative emotions in both countries. In both countries, the term clean meat evoked the greatest positive valence emotions, however, when prompted with the definition of CCM participants did not choose it as a representative label term in either Singapore or the USA. Our results inform all CCM stakeholders of label term impacts on consumer perception in both the USA and Singapore. By comparing emotions evoked in the USA and Singapore, we contribute to cross-cultural research on CCM perception. The development of a product-specific EmoSemio questionnaire allows future research to assess the emotions evoked by CCM label terms.
  • Updated Description Show Changes

    November 22, 2024 15:39 by mef5910

    Description
    • This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. Interviews were conducted in summer of 2023. This moderator guide follows the protocol outlined for the EmoSemio method. See abstract below:
    • Approval of cell-cultivated meat (CCM) for sale is widely discussed by media, consumers, and stakeholders, with Singapore being first to approve in 2020, followed by the USA in 2023. In both countries, many label terms are used to describe these products making it difficult for consumers to make informed choices. While consumer surveys have evaluated label term appeal and transparency, emotions evoked by different label terms remain unclear.
    • We set out to close this gap in understanding through the development and application of a product-specific emotional profile for CCM label terms. In this two-part study, we first created a 17-item EmoSemio questionnaire to encapsulate the range of emotions evoked by different CCM label terms, then tested it with 893 USA and 424 Singaporean participants in an online survey.
    • We found terms including the words ‘cell-’ and lab-grown to evoke significantly greater negative emotions in both countries. In both countries, the term clean meat evoked the greatest positive valence emotions, however, when prompted with the definition of CCM participants did not choose it as a representative label term in either Singapore or the USA. Our results inform all CCM stakeholders of label term impacts on consumer perception in both the USA and Singapore. By comparing emotions evoked in the USA and Singapore, we contribute to cross-cultural research on CCM perception. The development of a product-specific EmoSemio questionnaire allows future research to assess the emotions evoked by CCM label terms.
    • This document includes an interview moderator guide used to facilitate all interviews held for a project to evaluate emotions towards cell-cultivated meat label terms. Interviews were conducted in summer of 2023. This moderator guide follows the protocol outlined for the EmoSemio method.
  • Updated License Show Changes

    November 22, 2024 15:42 by mef5910

    License
    • https://rightsstatements.org/page/NoC-US/1.0/
    • https://creativecommons.org/licenses/by-nc/4.0/
  • Updated Publication Date Show Changes

    December 10, 2024 10:29 by mef5910

    Publication Date
    • 2023
    • 2024
  • Deleted EmoSemio Interview Mod Guide.pdf

    December 18, 2024 11:43 by mef5910

  • Added EmoSemio Interview Mod Sheet.docx

    December 18, 2024 11:44 by mef5910

  • Published

    December 18, 2024 11:44 by mef5910

  • Updated

    December 18, 2024 21:04 by [unknown user]