Memory-driven responses to political food sourcing messages

Purpose This study aims to investigate how memory shaped by selective exposure to politically controversial topics, specifically genetically modified organisms (GMO) food sourcing, affects consumers’ attitudes toward hospitality, particularly foodservice brands and their electronic word-of-mouth (e-WOM) intentions. Design/methodology/approach Study 1 evaluated participants’ existing attitudes toward GM foods and examined their confirmation bias through selective exposure. After completing the exposure tasks, the participant’s memory retention was measured. Study 2 investigated how the type of food sourcing message (man-made vs. all-natural) interacts with participants’ memory (pro-GMO vs. anti-GMO), affecting participants’ brand attitude and e-WOM. Findings In Study 1, participants with pro-GMO (vs. anti-GMO) attitudes showed better recall of pro-GMO (vs. anti-GMO) information, building upon confirmation bias. In Study 2, participants with a strong anti-GMO memory exhibited significantly more favorable brand attitudes and greater e-WOM intentions when exposed to messages emphasizing “all-natural” sourcing. Participants with stronger pro-GMO memory showed no significant response, regardless of the type of food sourcing. Research limitations/implications This study provides a theoretical basis for explaining brand message acceptance by incorporating selective exposure and memory into cognitive processing models. It also provides practical guidance for framing politically contentious messages so that communication can be adjusted for different segments of consumers. Originality/value This study indicates that consumers’ selective exposure and confirmation bias play an important role in shaping their reactions to politically sensitive brand messages in hospitality. Drawing on political psychology, this study reveals how biased memory and preexisting attitudes interact with GMO sourcing messages to shape brand attitudes and e-WOM intentions, offering implications for hospitality businesses managing their reputation in politically sensitive contexts.