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The Marketing Battle Over Genetically Modified Foods

False Assumptions About Consumer Behavior

University of Illinois at Urbana-Champaign

JUNYONG KIM

University of Illinois at Urbana-Champaign

Although proponents assume that good science sells and that the biotechnology issue will soon become a nonissue, opponents of biotechnology assume that consumers want to be informed and that the risks of the unknown are more important than benefits. Using current models of consumer behavior, this article examines eight incorrect assumptions about consumers. Understanding the processing style of consumers and how it influences their attitudes suggests changes that both opponents and proponents can make to educate consumers more effectively.

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