We use a choice experiment to investigate attitude heterogeneity regarding genetically modified food and how it is affected by the provision of balanced information. For the analysis, we use a generalised multinomial and a latent class logit. The consumers who are more accepting of genetic modifications are younger, less educated and less concerned about their nutrition. The average effect of our provided information is negligible. However, the initially less opposed become slightly more opposed. Our results thus do not support the view that a lack of information drives consumer attitudes. Instead, attitudes seem to mostly reflect fundamental preferences. We discuss implications for research and policy.

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