examine whether *embrace unnatural* appeal severed the negative relationship between interest and naturalness concerns

[bnjmacdonald]

Description

User story: As a reader, I want to know whether the embrace unnatural appeal severed the negative relationship between interest and naturalness concerns.

The embrace unnatural appeal led to sustained increases in consumer interest in clean meat, but it may have also increased consumers' tendency to be concerned about the naturalness of the products. So what is going on here? Did the appeal sever the negative relationship between perceived naturalness and interest? Or is something else going on. This is something we should investigate.

Tasks

• for respondents in each treatment appeal, run a regression of change in interest in clean meat on change in concerns about unnaturalness. Then examine whether this relationship is significantly weaker in the embrace unnatural group than in other groups.
• ...?