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Video information framing’s impact on consumers’ mental effort, choices, and beliefs: evidence from food-choice studies

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  • Yang, Zhengliang
  • Caputo, Vincenzina

Abstract

Video tools are widely used in academic research, the private sector, and by policymakers to inform food policy and influence consumer behavior. Yet, little is known about which types of videos most effectively influence information processing, decision-making and policy communication. This paper examines the effects of video-based information on three key dimensions: mental effort (cognitive load, information involvement, and recall), food choice (conventional and animal-welfare-labeled eggs), and belief formation regarding animal welfare attributes. We further assess how video format (live-action versus animation) and length (short versus long) affect these outcomes, using a between-subjects online survey that incorporates a discrete choice experiment and belief assessments. Results show that live-action videos increase message involvement and willingness to pay, and shift beliefs about specific animal-welfare claims. However, we do not identify a consistent pattern of video-length effects. For instance, longer videos increase viewer involvement, while shorter videos are more effective in increasing willingness to pay. Our findings provide guidance for future survey design and implementation while providing practical insights for policymakers and industry stakeholders seeking effective strategies for policy communication and product promotions.

Suggested Citation

  • Yang, Zhengliang & Caputo, Vincenzina, 2026. "Video information framing’s impact on consumers’ mental effort, choices, and beliefs: evidence from food-choice studies," Food Policy, Elsevier, vol. 140(C).
    • Handle: RePEc:eee:jfpoli:v:140:y:2026:i:c:s0306919226000126
    DOI: 10.1016/j.foodpol.2026.103045
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