LAUSR

How do consumers perceive risks associated with food contamination? How do they respond to foodborne illness outbreaks and food recalls resulting from food contamination? We report findings from an experiment (N = 1,010) in which participants were exposed to a simulated news report on a food contamination incident that had led to a foodborne illness outbreak and voluntary food recalls. Two characteristics of the food contamination incident were experimentally manipulated - severity (i.e., how serious the consequences of the incident were) and intentionality (i.e., whether the incident was caused by an accident or an intentional act to harm). We found that higher severity generally led to higher risk perceptions and risk-reduction intentions. A contamination incident attributed to an intentional act to harm, as opposed to an accident, caused greater intentions to temporarily reduce consumption of the contaminated food and to seek out more information, but only when incident severity was relatively low. Implications of these findings for effectively communicating food contamination risks are discussed.