Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 321040
Title The Biotechnology Communication Paradox: Experimental Evidence and the Need for a New Strategy
Author(s) Scholderer, J.; Frewer, L.J.
Source Journal of Consumer Policy 26 (2003)2. - ISSN 0168-7034 - p. 125 - 157.
DOI https://doi.org/10.1023/A:1023695519981
Department(s) Marketing and Consumer Behaviour
MGS
Publication type Refereed Article in a scientific journal
Publication year 2003
Abstract In the past, communication strategies aimed at facilitating consumer acceptance of genetically modified foods have focused on technology-driven, top-down practices. The utility of these practices in influencing the extent to which consumers accept specific GM foods was tested in attitude change experiments involving 1655 consumers from Denmark, Germany, Italy, and the UK. Different information strategies were tested against a control group for their ability to change consumer attitudes. No attitude change occurred. Rather, results indicate that all strategies had a uniform attitude activation effect that significantly decreased consumers' preferences for GM foods as compared to the control group. The discussion focuses on why technology-driven information strategies have failed to convince consumers of the merits of GM foods, and relates these results to recent changes in consumer policy that are aimed at engaging consumers in the debate about innovation processes rather than attempting to align their views with those held by expert communities.
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