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Consumer versus Expert Hazard Identification: A Mental Models Study of Mutation-bred Rice

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  • Kit Hagemann
  • Joachim Scholderer

Abstract

Novel foods have been the object of intense public debate in recent years. Despite efforts to communicate the outcomes of risk assessments to consumers, public confidence in the management of potential risks has been low. Various reasons behind this have been identified, chiefly a disagreement between technical experts and consumers over the nature of the hazards on which risk assessments should focus, and perceptions of insufficient openness about uncertainties in risk assessment. Whilst previous research has almost exclusively focused on genetically modified foods, the present paper investigates plant varieties developed by means of mutation breeding, a less-debated class of novel foods. Two studies were conducted that investigated the mental models of experts and laypeople. The results revealed that the mental models of both groups differed in terms of scope, depth and the role of uncertainty. Furthermore, a number of misconceptions became apparent in the study of laypeople's mental models, often related to the regulatory system governing risk assessments of novel foods. Critical issue are outlined and communication needs are discussed.

Suggested Citation

  • Kit Hagemann & Joachim Scholderer, 2007. "Consumer versus Expert Hazard Identification: A Mental Models Study of Mutation-bred Rice," Journal of Risk Research, Taylor & Francis Journals, vol. 10(4), pages 449-464, June.
    • Handle: RePEc:taf:jriskr:v:10:y:2007:i:4:p:449-464
    DOI: 10.1080/13669870701417819
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    References listed on IDEAS

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    1. Daniel Read & Ann Bostrom & M. Granger Morgan & Baruch Fischhoff & Tom Smuts, 1994. "What Do People Know About Global Climate Change? 2. Survey Studies of Educated Laypeople," Risk Analysis, John Wiley & Sons, vol. 14(6), pages 971-982, December.
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    3. Ann Bostrom & M. Granger Morgan & Baruch Fischhoff & Daniel Read, 1994. "What Do People Know About Global Climate Change? 1. Mental Models," Risk Analysis, John Wiley & Sons, vol. 14(6), pages 959-970, December.
    4. Zimmermann, Roukayatou & Qaim, Matin, 2004. "Potential health benefits of Golden Rice: a Philippine case study," Food Policy, Elsevier, vol. 29(2), pages 147-168, April.
    5. Lydia Zepeda & Robin Douthitt & So‐Ye You, 2003. "Consumer Risk Perceptions Toward Agricultural Biotechnology, Self‐Protection, and Food Demand: The Case of Milk in the United States," Risk Analysis, John Wiley & Sons, vol. 23(5), pages 973-984, October.
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    1. Kit S. Hagemann & Joachim Scholderer, 2009. "Hot Potato: Expert‐Consumer Differences in the Perception of a Second‐Generation Novel Food," Risk Analysis, John Wiley & Sons, vol. 29(7), pages 1041-1055, July.
    2. Nick Boase & Mathew White & William Gaze & Clare Redshaw, 2017. "Evaluating the Mental Models Approach to Developing a Risk Communication: A Scoping Review of the Evidence," Risk Analysis, John Wiley & Sons, vol. 37(11), pages 2132-2149, November.

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