Why preferences change: beliefs become more salient through provided (genomics) information.
Information regarding the method of production of food products influences the decision-making process of consumers. The aim of this study is investigate to what extent information about genomics biases consumer decision making. We investigate the exact source of the biasing nature by separating the effect on consumer beliefs and the salience of those beliefs. The effect of information is tested through an information condition concerning two breeding methods, namely classical breeding and breeding enabled by genomics. The results show that consumer preferences are influenced by the information on production technology. More specifically, the consumer preferences change because consumers alter the salience of their beliefs towards the product.
van den Heuvel
Timon
T
Wageningen University, Marketing and Consumer Behaviour Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands. timon.vandenheuvel@wur.nl <timon.vandenheuvel@wur.nl>
van Trijp
Hans
H
Gremmen
Bart
B
Jan Renes
Reint
R
van Woerkum
Cees
C
D000328:Adult; D000704:Analysis of Variance; D001294:Attitude to Health / Q000208:ethnology; D003258:Consumer Behavior; D003466:Cultural Characteristics; D003657:Decision Making; D005260:Female; D005518:Food Preferences / Q000208:ethnology*; D023281:Genomics; D015438:Health Behavior / Q000208:ethnology; D006801:Humans; D008297:Male; D008875:Middle Aged; D009426:Netherlands; D012107:Research Design