... a reduction in meat consumption. The research used eye-tracking to examine attention. Findings Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement (p < 0.05). Additionally, participants...

... food Climate change Meat consumption Macro-social marketing Socio-ecological model Systems social marketing Social engineering Policy change With a rising population, feeding society is one of the major concerns of our time, especially when taking into account the changing global climate...