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Can generic advertising alleviate consumer concerns over food scares?

Listed author(s):
  • Kent Messer
  • Harry Kaiser
  • Collin Payne
  • Brian Wansink

Consumers consistently express concern about the risk of new variant Creutzfeldt-Jakob Disease (nvCJD) from eating beef. Given several US cows infected with Bovine Spongiform Encephalopathy (BSE) (mad cow disease) and recent findings that the path of transmission of nvCJD remains unknown, the potential for a devastating scare hangs over the beef industry. This experimental research evaluates the ability of industry advertising messages to offset the effects of media messages related to the lack of food safety. Using a nonstudent subject pool, this research finds that beef industry advertising significantly alleviates US consumer safety concerns.

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Article provided by Taylor & Francis Journals in its journal Applied Economics.

Volume (Year): 43 (2011)
Issue (Month): 12 ()
Pages: 1535-1549

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Handle: RePEc:taf:applec:v:43:y:2011:i:12:p:1535-1549
DOI: 10.1080/00036840802600616
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