This study was conducted with two groups of participants in
which participants were to rank apples based on aspects such as price, whether
they were locally grown, and if they were genetically modified. One group saw the label “genetically
modified” and the other group saw the label “reduced environmental impact”
instead of GM. The results clearly
showed that subjects are more friendly and warm towards the “reduced environmental
impact” label as compared to the genetically modified label, which clearly
carries a negative mental stigma.
However, this subtle changeup can cause concern for confusion for
consumers that don’t realize what the new label implies.
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