social fabric and innovation diffusion: symbolic adoption of food irradiation

This study used a longitudinal, panel design to examine the effects of negative information acquisition, compliance with opinion leader endorsements, and social demographic characteristics on consumers' symbolic adoption of food irradiation. Data collection coincided with the first market test of irradiated food conducted by a commercial firm, which took place in Minneapolis, Minnesota, in 2000. Approximately half the subjects (N = 116) received a packet containing information from proponents and opponents of food irradiation. The remaining subjects (N = 107) were provided with no information about the technology. The results indicated that, initially, negative information acquisition, even when accompanied by positive endorsements from opinion leaders, decreased symbolic adoption. Over time, however, this negative effect was mitigated by compliance with endorsements from opinion leaders. The results suggest that confidence in social institutions might be a determinant as well as an outcome of adoption decisions. Implications are suggested for risk communication strategies regarding controversial agricultural technologies.