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Dynamics of Consumer Response to Food Contamination: The 2007 Peanut Butter Recall

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  • Bakhtavoryan, Rafael
  • Capps, Oral, Jr.
  • Salin, Victoria

Abstract

We investigate the foodborne illness outbreak affecting a national brand of peanut butter to determine how demand for the product category was affected. The illness outbreak coincided with growth in the quantity demanded for the peanut butter category. The negative impact on the category associated with the initiation of the product recall was significant and dissipated over time. The recovery of the product category after the recall indicates that the information was correctly targeted and actions of the companies in the market overcame the initial food scare.

Suggested Citation

  • Bakhtavoryan, Rafael & Capps, Oral, Jr. & Salin, Victoria, 2014. "Dynamics of Consumer Response to Food Contamination: The 2007 Peanut Butter Recall," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-16, July.
  • Handle: RePEc:ags:jlofdr:186925
    DOI: 10.22004/ag.econ.186925
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    1. Bakhtavoryan, Rafael & Capps, Oral, Jr. & Salin, Victoria, 2016. "Times Series Analysis of the Peanut Butter Demand in Light of the Food Safety Issue," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235621, Agricultural and Applied Economics Association.

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