Effects of Menstrual Phase on Consumer Responses to Genetically Modified Food

We propose and show that female consumers respond more favorably towards GMO food during the fertility phase than during the luteal phase, an effect moderated by strength of Chinese cultural lay beliefs. Consumer perception of GMO genetic priority underlies the effect of menstrual phases on consumer responses.



Citation:

Maggie Wenjing Liu, Rui Chen, Yuhong Guan, and Yuhuang Zheng (2015) ,"Effects of Menstrual Phase on Consumer Responses to Genetically Modified Food", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 181-182.

Authors

Maggie Wenjing Liu, Tsinghua University
Rui Chen, Tsinghua University
Yuhong Guan, Tsinghua University
Yuhuang Zheng, Tsinghua University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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