When Visual-Verbal Overlap Matters: Examining Its Boundary Conditions in Communicating Innovations

Using abstract-concrete cognition, dual coding theory, and exemplification theory, we conducted two online experiments assessing public perceptions of ongoing research aimed at developing reduced-gluten wheat and reduced-allergen peanuts using crossbreeding and genome-editing techniques. Visual-verbal overlap messages generated emotions and moral acceptability of the techniques, which then enhanced support for both products, and even intentions to buy and consume in some instances. However, verbal-only messages also generated similar outcomes for reduced-allergen peanuts, whereas for reduced-gluten wheat, the overlap alone was effective. Visual-verbal messages without overlap had no effect in both studies. Findings offer boundary conditions for visual-verbal overlap effects.