Taming Frankenstein: An Experimental Investigation into the Effects of Additional Product Benefits on Consumer Acceptance of GM Products

Media hype and strong positioning by activist groups continue to contribute to the negative image of Genetically Modified or “Frankenstein Foods” (GMF). This study investigates whether consumers display more positive perceptions about GMF when positive trade-offs are made more salient in the purchase decision process. Results indicate that Genetic Modification in food products has a negative impact on attitudes and more importantly, the presence of an additional product benefit (such as increased shelf longevity), is not enough to offset this negative view.