From risk perception to information selection…And not the other way round: Selective exposure mechanisms in the field of genetically modified organisms

Risk perceptions concerning genetically modified organisms (GMOs) are often considered to reflect media coverage. However, it might be said that people seek out information consistent with their attitudes and avoid information which could challenge them. This process refers to the selective exposure principle derived from cognitive dissonance theory. Although this principle is now well established, the only two studies carried out to date in the field of GMOs have produced contradictory results. Additionally, no study has considered the link between risk perceptions, threat perceptions and attitudes as possible antecedents of selective exposure in the field of GMOs. The aim of the present research was to fill this gap. Results of a multiple-mediation model showed that people did in fact expose themselves selectively in the field of GMOs: The higher the level of general risk perception they reported, the higher the perceived threat, the more negative their attitude towards GMOs and the greater their inclination to expose themselves to information on the harmful effects of GM food. We discuss the consequences of selective exposure and the potential levers which could favor exposure to pros and cons, thereby also favoring informed food choices.