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Cognitive Biases of Consumers’ Risk Perception of Foodborne Diseases in China: Examining Anchoring Effect

Author

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  • Lijie Shan

    (Institute for Food Safety Risk Management, Jiangnan University, Wuxi 214122, China
    School of Business, Jiangnan University, Wuxi 214122, China)

  • Shusai Wang

    (School of Business, Jiangnan University, Wuxi 214122, China)

  • Linhai Wu

    (Institute for Food Safety Risk Management, Jiangnan University, Wuxi 214122, China
    School of Business, Jiangnan University, Wuxi 214122, China)

  • Fu-Sheng Tsai

    (Department of Business Administration, Cheng Shiu University, Kaohsiung 83347, Taiwan
    Center for Environmental Toxin and Emerging-Contaminant Research, Cheng Shiu University, Kaohsiung 83347, Taiwan
    Super Micro Mass Research and Technology Center, Cheng Shiu University, Kaohsiung 83347, Taiwan)

Abstract

Consumer cognitive biases arise from judgment and decision-making due to their limitations in information processing. As one of the important cognitive biases, the anchoring effect plays a significant role in interfering with consumers’ risk perception. With a stratified random approach, we collected survey data from 375 consumers in Wuxi, Jiangsu Province, China. Based on these data, this study attempted to analyze the anchoring effect in consumers’ risk perception of foodborne diseases (FBDs) and the differences in their perception before and after intervention in a contrast experiment using the anchoring index and the Wilcoxon signed-rank test. The results confirm the existence of the proposed anchoring effect. Moreover, the experimenter-provided anchor value, a history of FBD, and familiarity with FBD were found to be important factors influencing this anchoring effect. Therefore, improving consumers’ risk perception of FBD is critical to the long-term prevention of FBD risks by the government and consumers. The government should strengthen active monitoring, publicity, and education about FBD.

Suggested Citation

  • Lijie Shan & Shusai Wang & Linhai Wu & Fu-Sheng Tsai, 2019. "Cognitive Biases of Consumers’ Risk Perception of Foodborne Diseases in China: Examining Anchoring Effect," IJERPH, MDPI, vol. 16(13), pages 1-14, June.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:13:p:2268-:d:243336
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    References listed on IDEAS

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    Cited by:

    1. Ewen Todd, 2020. "Food-Borne Disease Prevention and Risk Assessment," IJERPH, MDPI, vol. 17(14), pages 1-13, July.
    2. Seol-A Kwon & Hyun-Jung Yoo & Eugene Song, 2020. "Korean Consumers’ Recognition of Risks Depending on the Provision of Safety Information for Chemical Products," IJERPH, MDPI, vol. 17(4), pages 1-12, February.
    3. Paohui Lin & Hsientang Tsai & Tzuya Ho, 2020. "Food Safety Gaps between Consumers’ Expectations and Perceptions: Development and Verification of a Gap-Assessment Tool," IJERPH, MDPI, vol. 17(17), pages 1-17, August.
    4. Chuanhui Liao & Yu Luo & Weiwei Zhu, 2020. "Food Safety Trust, Risk Perception, and Consumers’ Response to Company Trust Repair Actions in Food Recall Crises," IJERPH, MDPI, vol. 17(4), pages 1-16, February.

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