The marketing battle over genetically modified foods - False assumptions about consumer behavior

Although proponents assume that good science sells and that the biotechnolo gy issue will soon become a nonissue, opponents of biotechnology assume tha t consumers want to be informed and that the risks of the unknown are more important than benefits. Using current models of consumer behavior, this ar ticle examines eight incorrect assumptions about consumers. Understanding t he processing style of consumers and how ii influences their attitudes sugg ests changes that both opponents and proponents can make to educate consume rs more effectively.