Communicating to Consumers about Food Hazards in the Home
Project Reference: 06-2010
Commencement Date: August, 2010
Project Duration: 15 months
This project determined the precursors to food safety behaviour and decision-making processes of the 120 participants in the study.
This project investigated how different stimuli are perceived by different individuals, and ascertained the key psychological factors which underpin food safety decision-making processes and behaviour. Specifically, the ability to process new information; motivation to process new information; desire/perceived need to process new information; preferences for central or peripheral processing stimuli; perceptions and heuristics; trust and recall of risk messages were measured.
The outcome is a fuller picture of how different messages resonate with particular consumer profiles, and adds to the overall evidence base on which to build food safety messages for delivery across the island of Ireland.
Prof Patrick Wall, University College Dublin
Dr Jean Kennedy, European Food Information Council, Brussels
Don't Take Risks