. Based on what one customer stated as referred to in question 3 above, how can this consumer emotional reaction affect consumers when seeing meat labelled as pasteurized? In relation to what products are South Africans used to see the term pasteurized? How would South Africans perceive pasteurized meat as a product? (10)

5. How could the food industry make consumers learn about the benefits of irradiated foods? What product positioning should the food industry try to achieve for irradiated foods? How would motivation feature in the learning process? (10)

6. How could the food industry change the attitude of those consumers opposed to irradiated foods owing to misinformation by organizations like the Food & Water, Inc.? How can conditioning be used in this process of attitude change?