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
Date Written: October 1, 2000
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
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