Consumer response

Consumer reactions and processing of information provided to them on food risk/benefit will be addressed during FoodRisC. It is in the aims of FoodRisC to investigate how consumers react to and process information provided to them on food risk/benefits. A range of methodologies will be used to test message type, content, format and structure.

FoodRisC’s specific objectives related to consumer response will:

  • Identify and model consumer responses to one-way information provision relating to food risk/benefits in crisis and non-crisis situations
  • Explore the effect of varying the depiction of risk/benefit messages and of tailoring communications in various contexts (population sub-groups, crises scenarios) to take into account the ways in which consumers react to and process information
  • Explore consumer responses to expert communications using an on-line deliberative tool, Vizzata, and assess the usefulness of these responses to experts, for subsequent information provision to consumers

To identify and model consumer responses to information relating to food risks and benefits, a literature review was first undertaken to understand the factors which impact consumer responses and perceptions. It also considered the different varieties of responses which are important for communication strategies.

FoodRisC seeks to fully investigate how consumers react to and process information provided to them on food risk/benefits. It will explore the ways in which consumers react to and process information by varying the depiction of messages, and by tailoring communications in various contexts. It will also explore consumer responses to expert communications using an online deliberative tool called Vizzata (originally known as EnGauge). Researchers can then assess the usefulness of these responses to experts, for subsequent information provision to consumers.

 

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