Purpose

Consumer decision-making and behavior regarding biotechnology products is often analyzed and reported only in the terms of risk perceptions.

The researchers propose, in contrast, that behavior can be more effectively modeled as a combination of risk and benefit perceptions, risk attitudes, and the interaction between them.

It is important to develop measurement scales that can be used for repeatable surveys with respect to specific latent biotechnology products-those that are designed around direct consumer benefits (neutriceuticals) and around processing benefits (improved fermentation, milling yields).

These consumer-benefit products have been designated as "second generation" biotech inventions.

Objectives The main objectives of this research are:

1. To determine how behaviors toward biotechnology are shaped among different segments of consumers.
2. Then, develop effective communication strategies for informing consumers about biotechnology used in the production of products. This should enable the PIs to understand what types of consumers can be most effectively informed, and what type of messages will be most efficient in accomplishing this.

Approach

Three studies will be conducted:

1. A catalog of interview and survey questions will be selected from marketing, psychology and sociology that will be better indicators of specific risk-return tradeoffs identified by consumers for 2nd and 3rd generation biotechnology advances.
2. Researchers will be enabled to understand whether the behavior of different segments of consumers in the US and Europe are driven by perceptions of risk, perceptions of benefits, or by risk-related attitudes.
3. Studied will be how messages that are framed in different ways influence consumers.

Dissemination

The products of the three phases of the project will be disseminated through both scientific and outreach channels, such as the website of the Food and Brand Laboratory, the University of Illinois Extension Service, and press releases from the University.