The Battle Over Genetically Modified Foods: False Assumptions About Consumer Behavior

American Behavioral Scientist 44:8 (April 2001), 1405-1417

24 Pages Posted: 16 Jan 2016

See all articles by Brian Wansink

Brian Wansink

Retired

Junyong Kim

University of Central Florida

Date Written: January 2, 2001

Abstract

While proponents assume that good science sells and that the biotechnology issue will soon become a non-issue, 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.

Keywords: consumer behavior, genetically modified foods, biotechnology

Suggested Citation

Wansink, Brian and Kim, Junyong, The Battle Over Genetically Modified Foods: False Assumptions About Consumer Behavior (January 2, 2001). American Behavioral Scientist 44:8 (April 2001), 1405-1417, Available at SSRN: https://ssrn.com/abstract=2715041

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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