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Marketing Experts Study Why Consumers Don't See the Benefits of GM Foods
Posted by: Prof. Dr. M. Raupp (IP Logged)
Date: June 16, 2018 07:30AM

Marketing experts Sean Hingston and Theodore Noseworthy from York University
answered why consumers don't appreciate the benefits of GM foods and
suggested some marketing strategies for GM foods based on field studies.
Their article is published in the Journal of Marketing.

According to the authors, studies have shown that moral opposition towards
GM foods blocks the perception of their benefits. This opposition can be
overcome by employing subtle cues to position these products as being
manmade. If consumers view GM food as developed by men to be beneficial,
then it would be easier to understand why it was developed while moral
opposition to the product diminishes. This is expected to lead to increased
purchase intentions for the product. This effect is replicated in the field
(in both controlled and naturalistic setups), in a laboratory experiment,
and with an online consumer panel. The results suggest the use of packaging
and promotion strategies that help the consumers to view GM food for what it
is (i.e., a manmade product developed with intent).


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