The consumer marketing of biotechnology

Abstract

What leads to the different consumer attitudes towards biotechnology? This paper shows how consumers come to accept biotechnology applications and how marketers of biotechnology have handicapped their effectiveness by making the following incorrect assumptions: (1) the biotechnology controversy will soon be forgotten; (2) science sells and fear fails; (3) consumers buy products, not processes; (4) good medicine means good food; and (5) biotechnology education is a trade association concern. After examining these mistaken assumptions, implications for more effective consumer education and marketing are given.