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

Oleh:

Wansink, Brian ; Kim, Junyong

Jenis: Article from Journal - e-Journal
Dalam koleksi: American Behavioral Scientist vol. 44 no. 08 (Apr. 2001), page 1405-1417 .
Topik: Biotechnology Opponents; Education Fallacies; Marketing Fallacies
Fulltext: 12. The Marketing Battle Over Genetically Modified Foods - False Assumptions About Consumer Behavior.pdf (1.26MB)

Isi artikel

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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