The Consumer Marketing of Biotechnology

Wansink, Brian and Junyong Kim (2001), “The Marketing and Consumer Acceptance of Biotechnology,” Journal of Commercial Biotechnology, (Winter) 7:3, 249-259.

26 Pages Posted: 11 Jan 2016 Last revised: 27 Apr 2017

See all articles by Brian Wansink

Brian Wansink

Retired

Junyong Kim

University of Central Florida

Date Written: October 1, 2000

Abstract

What leads to these dramatically different consumer attitudes toward biotechnology? This article provides a framework for understanding how consumers come to accept biotechnology applications. Given this framework, it shows how marketers of biotechnology have handicapped their effectiveness by wrongly assuming that (1) the biotechnology controversy will soon be forgotten, (2) science sells and fear fails, (3) consumers buy products, not processes (4) good medicine means good food, and (5) biotechnology education is a trade association concern. After examining these mistaken assumptions, this article provides implications for more effective consumer education and marketing.

Keywords: biotechnology, information, marketing, advertising, consumer attitudes, consumer education, efficiency

Suggested Citation

Wansink, Brian and Kim, Junyong, The Consumer Marketing of Biotechnology (October 1, 2000). Wansink, Brian and Junyong Kim (2001), “The Marketing and Consumer Acceptance of Biotechnology,” Journal of Commercial Biotechnology, (Winter) 7:3, 249-259., Available at SSRN: https://ssrn.com/abstract=2713854 or http://dx.doi.org/10.2139/ssrn.2713854

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Junyong Kim

University of Central Florida ( email )

4000 Central Florida Blvd
Orlando, FL 32816-1400
United States

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