The effect of information regarding multi-attributes on consumers' choices of GM products

Previous research has found that presenting consumers with information regarding multi-attributes of a product tends to reduce the product's overall evaluation relative to a situation wherein only one attribute is presented. We find that the same phenomenon also holds for consumers' perceptions regarding attributes associated with genetically modified (GM) products. When given information on health (nutrients) and water use of certain crops, consumers reduce their quality perceptions compared to the situation wherein they are given only health or only water use information. In addition to replicating the findings on this phenomenon in another product category-that of GM products-we extend the theory by showing that multi-attribute information results in lower perceptions of attributes in addition to deflated total evaluation. This finding provides another explanation of consumers' resistance to GM products beyond risk and negative predisposition. Our findings can be used to guide policy makers in designing educational campaigns.