Measuring consumer attitudes using text highlighting: Methodological considerations

The effects of text direction of different text lengths on Chinese reading

This study investigates the effects of text direction (horizontal and vertical) and length (long and short) on Chinese reading performance. The experiment enrolled 68 university students aged 19-29 years who were asked to read articles. We recorded reading times and measured recall after reading using a memory test and measured task load using the NASA-TLX scale. The results show that horizontal text was read faster than vertical text. When reading long texts, horizontal reading has a better memory effect than vertical reading. When reading short texts, the effect of text direction on memory was not significant. Moreover, the mental, physical, and temporal demands of horizontal text were lower than those of vertical text. These findings contribute to a better understanding of the impact of text direction, provide valuable suggestions for Chinese typography, and help readers obtain better reading outcomes.

Consumers' attitudes of high-intensity ultrasound in Minas Frescal cheese processing: an innovative approach with text highlighting technique

Due to the intense competition in the sector, the dairy market maintains a constant search for innovations. Thus, new technologies are incorporated, and new products are constantly launched, increasing the range of consumer options. In this way, the understanding of consumers' motivations, attitudes, and behaviors in the moments of choice, purchase, and consumption are important for the academic public and food industries. This study used the Text Highlighting methodology to assess Brazilian consumers' explicit attitudes towards using high-intensity ultrasound technology in Minas Frescal cheese processing. In the task, consumers were asked to highlight in a text the terms they "liked" or "disliked" about using high-intensity ultrasound in the Minas Frescal cheese processing. A seven-point Likert scale was also used to assess consumers' attitudinal statements. A high engagement of consumers with the Text Highlighting methodology could be observed (43.8-92.3% of text highlighting), which suggests good intuitiveness of the technique. Including information about the benefits of the emerging technology in the product, mainly on sensory and nutritional properties, may increase positive consumer perception, as it promotes the consumers to express their value judgment in the form of "liked". At the same time, the harms of the traditional processing technique prompted consumers to express their value judgment in the "disliked" highlights. It was observed that information should be in a simple and direct language, as technical terminology in the text did not have a positive effect. The categorizing of consumers according to the sentimental score showed that consumers are still reticent to use emerging technologies in Minas Frescal cheese processing. Consumers' attitudinal statements demonstrated that consumers perceive high-intensity ultrasound as a positive idea and safety technology for Minas Frescal cheese processing. Still, they are not willing to pay premium prices. In conclusion, Text Highlighting produced valuable insights that can be used in communication strategies with Minas Frescal cheese consumers.

Consumer attitudes to vertical farming (indoor plant factory with artificial lighting) in China, Singapore, UK, and USA: A multi-method study

Major changes are needed both with regard to what we eat and how food is produced. The latter is the focus of the present research, specifically the rise of controlled environment agriculture. In this context, empirical research is presented on consumer attitudes to vertical farming (VF) (i.e., indoor plant factory with artificial lighting), conducted in four countries (USA, UK, Singapore, and China) using online surveys (637-683 participants per country with matched gender and age group distributions). A multi-method research approach was used, including a novel methodology of text highlighting, which requires that participants read a descriptive text about VF with mentions of pros and cons and use highlighter functions to select aspects of the text that they 'like' and 'dislike'. Based on the information provided in the text, attitudes towards VF were largely positive in the four countries. The characteristics of VF that aligned with the United Nations Sustainable Development Goals were identified as key drivers of positive attitudes (i.e., higher yield, reduction of carbon emissions, and securing access to food). On the other hand, high energy use and premium prices contributed to negative attitudes about VF. Although the majority of participants responded to the text with an overall positive attitude towards VF, there were smaller groups of participants in every country who expressed a negative or neutral/ambivalent attitude. These between-segment differences were larger than cross-cultural differences, although the latter did exist, particularly for selected aspects of VF. For example, Chinese participants tended to be the least negative about the use of robots to help planting and harvesting. Future research is needed to understand consumer responses to aspects VF not covered in the text (e.g., powering VF with renewable energy, product range), and consumer insights about VF should be sought in other countries.