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On the biotechnology battlefield, proponents try to sell the benefits of genetically modified foods, and opponents try to sell the risks. Yet for both camps, oversimplified assumptions about consumers have lead to counter productive strategies and tactics. For instance, proponents assume the biotechnology issue will "blow over" and that good science sells, while opponents of assume that consumers want to be informed, and that risks of the unknown are more important than benefits.
Based on an understanding of consumer behavior, eight assumptions of proponents and opponents are examined and revised. The resulting insights points to specific changes that both proponents and opponents of biotechnology can use to more effectively educate their constituents.
Wansink, Brian and Junyong Kim (2001). The Marketing Battle Over Genetically Modified Foods: False Assumptions about Consumer Behavior. American Behavioral Scientist, 44(8), 1405–1417. doi: 10.1177/00027640121956755.