Consumer opinions about genetically engineered salmon and information effect on opinions - A qualitative approach

American consumers remain uninformed about genetically engineered (GE) foods, raising the prospect of their rejection based on outrage rather than risk. The Food and Drug Administration (FDA) is considering introduction of GE salmon into the food supply, an animal application likely to raise consumer concerns. As the first step in designing balanced information to help consumers reach informed opinions about GE salmon, we held eleven focus group discussions to compare the effect of limited (six groups) and detailed (five groups) information on the participants' formulated consequences of this GE application. The results suggested that an effective communication piece about a specific GE application should contain basic and specific, including process- and product-related, information to help the recipient formulate consequences, and hence, opinions. It should also incorporate multiple viewpoints on certain and uncertain consequences to increase perceptions of source trustworthiness and help consumers reach informed opinions.