Social and Behavioral Sciences Commons^™

The Promise Of Happy Cows: How American Milk Brands Persuade Consumers Regarding Farm Animal Welfare Conditions And How Consumers Respond To Incidents Of Being Misled, Chelsea Newson

Student Theses and Dissertations

The purpose of this research is to examine how American dairy companies employ language and imagery in brand communications (marketing, advertising, and public relations) to persuade consumers regarding farm animal welfare (FAW) conditions on supplier farms, and to examine how consumers respond in instances in which conditions on supplier farms are shown to be counter to what is depicted in brand communications. In other words, it examines how the dairy industry communicates its FAW-related values and promises to consumers and investigates consumer tolerance for being misled regarding FAW conditions. This project is thus intended as an exploration of the intersection …