Risk perception, behavior, and consumer response to genetically modified organisms - Toward understanding American and European public reaction

Public debate about the acceptability of genetically modified organisms in the production of food and feed has included controversy about risks of har ming human health and/or the natural environment. Consumer and public respo nse to the risks can be volatile, as manifested in some of the extreme prot est actions in Europe. These reactions are due, in parr, to strong judgment s formed from memorable events. Such judgments are common when individuals do not have a good understanding of risks. Economic and psychological theor ies of decision making provide understanding of how these judgments are for med, how they might evolve, and what can be done to influence them. Public dialogue and action must account for cognitive difficulties assessing risks to stimulate public evaluation that gives full consideration to the benefi ts and cost of genetically modified organisms.