Effects of Cost and Campaign Advertising on Support for California’s Proposition 37
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Proposition 37 would have required genetically engineered food in California to be labeled. This
paper reports the results of a survey designed to determine Californians’ voting intentions prior
to the vote, perceptions about the prevalence of genetically engineered foods in the United States,
willingness to pay for a mandatory label, and effectiveness of advocacy advertising. Overall,
Californians had inaccurate knowledge about the prevalence of genetically engineered foods, and
stated they were willing to pay up to 13.8% higher food costs on average for a mandatory label.
Findings suggest that the effectiveness of opposition advertising was likely a formative factor in
the defeat of Proposition 37.