| This research was undertaken to understand Florida ornamental fish retailers' responses to the GloFish(TM) exemplified by their decision to stock or not to stock the fish. Twelve interviews were conducted over a 16-month period. Interviews continued until saturation and a substantive theory, the economic-cognitive model, was developed. The constant comparative method was used to examine the responses among all previous participants before subsequent interviews were conducted. Saturation was reached rapidly due to the homogeneity of the population of inquiry. Four categories containing more than 150 unique codes were created from the transcribed data. Codes were organized into themes, then families and ultimately categories.These categories emerged: product attributes, economics, ethics, and the Jurassic Park effect. The response of the retailers was simplified into their stocking decisions the decision to stock the GloFish(TM) used all aspects of the manifested categories. First, the retailers' perception of the GloFish's(TM) value was captured by the product attributes category. Color, price, personality, and survivability, respectively, were the most valued product attributes. Second, there was considerable dialog about the profitability, margins, and cost of the fish which was placed in the economics category. This category was the most influential in determining retailer stocking decisions. A third category emerged from the transcribed data, ethics. While economics was the driving force behind stocking decisions, ethics served as a stop-gap since retailers would refuse to stock transgenic fish regardless of economic gain. Lastly, the Jurassic Park effect, a fear-based phenomenon created by lack of trust in humanity and perceived consequences influenced retailers' responses. The effect was ancillary, but it could strengthen or weaken retailers' responses.The reaction to the GloFish(TM) was multifaceted, and drew from a diverse group of categories which were ultimately governed by ethics and perceived economic value. Color was the primary product attribute customers wanted, but several retailers refused to stock the fish despite its intense coloration because they believed it was morally wrong to genetically modify a fish to make it more marketable. The research indicates that when new technologies are released to the public, there is no simple formula to predict the public's response. However, if there is both economic benefit and no ethical complications, then the likelihood of a positive response would be high. |
