Scientist Michael Weir from the University of Rhode Island (URI) conducted a
study to investigate consumer responses to two forms of information
provision in the seafood market: health information campaigns and GM food
labels. The paper is published in URI's Open Access Dissertations.

Using information from a seafood auction experiment, Weir explored the
sources of differences in the responses of the auction participants to
health information in the context of current US Departments of Agriculture
and Health and Human Services policy goals using a mixed effects finite
mixture model. He also explored the potential effect of the National
Bioengineered Food Disclosure Standard on seafood demand.

Two distinct groups of consumers were identified: the "trust academics",
wherein most of the sample fall under; and the "specialty store shoppers",
who significantly respond to seafood health risk campaigns. The trust
academics group is receptive to both risk- and benefit-focused information
campaigns. The specialty store shoppers trust the information provided by
social influences.

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