Since 1999, one of the major issues surrounding genetically engineered foods is a concern about mandatory food labeling. This study investigated framing effects of genetically engineered food labeling on consumers' attitudes and purchase intentions toward genetically engineered food products. According to the results of this study, participants showed different attitudes and purchase intentions toward three different types of food labels (e.g., engineering (bio/genetic), biotechnology, and genetic modification). The framing effects of three types of labels indicated that participants exposed to 'engineering' (i.e., 'bioengineering' or 'genetic engineering') labels showed higher perceived benefits, lower perceived risks, more positive attitudes, and higher purchase intentions than those who are exposed to 'biotechnology' and 'genetic modification' labels. Framing of food labels was found to play an important role in shaping consumers' perceptions of, and attitudes and behavioral intentions toward, genetically engineered food products. This gives a helpful practical implication regarding how to create an effective marketing message to marketing communicators, public relations practitioners, risk communicators, and public policy makers.