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Do Consumer Responses to Media Food Safety Information Last?

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  • Robin Dillaway
  • Kent D. Messer
  • John C. Bernard
  • Harry M. Kaiser

Abstract

Using experimental methods with adult subjects from the mid-Atlantic region of the United States, this research examines both the short- and longer-term impacts of media information on consumer purchasing behavior. Subjects in the treatment group were given food safety information about poultry from a popular consumer magazine. Willingness to pay (WTP) estimates were then elicited for two types of chicken breasts: (1) a leading-brand that was identified in the information treatment as having a high incidence of Campylobacter and Salmonella bacteria; and (2) a lesser known brand, which was reported as being relatively free of harmful bacteria. Results indicated that both negative and positive food safety information significantly impacted consumers' WTP for safer chicken compared to the reportedly less-safe leading-brand chicken. These changes in behavior persisted throughout the seven-week study period. Copyright 2011, Oxford University Press.

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Bibliographic Info

Article provided by Agricultural and Applied Economics Association in its journal Applied Economic Perspectives and Policy.

Volume (Year): 33 (2011)
Issue (Month): 3 ()
Pages: 363-383

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Handle: RePEc:oup:apecpp:v:33:y:2011:i:3:p:363-383

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Cited by:
  1. Bakhtavoryan, Rafael & Capps, Oral, Jr. & Salin, Victoria, 2012. "Impact of Food Contamination on Brands: A Demand Systems Estimation of Peanut Butter," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, Northeastern Agricultural and Resource Economics Association, vol. 41(3), December.
  2. Bakhtavoryan, Rafael & Capps, Oral, Jr. & Salin, Victoria, 2012. "Impact Of Food Contamination On Brands: A Demand Systems Estimation Of Peanut Butter," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington, Agricultural and Applied Economics Association 123755, Agricultural and Applied Economics Association.
  3. Ellis, Addison & Kropp, Jaclyn D. & Norton, Michael T., 2013. "Estimating the Indirect Economic Costs to Shrimp Consumers from the 2010 Deepwater Horizon Gulf Coast Oil Spill," 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida, Southern Agricultural Economics Association 142576, Southern Agricultural Economics Association.

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