Consumer Perceptions of Risk and How It Influences Their Choices

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1 Consumer Perceptions of Risk and How It Influences Their Choices William K. Hallman, PhD Professor/Chair Department of Human Ecology Rutgers University

2 Risk Perception To effectively influence how people think about risk, you need to understand how people perceive risk.

3 Perception Perception is reality People form beliefs and attitudes, and act or fail to act based on their perceptions 3

4 There is a Science of Risk Perception and Risk Communication

5 Science of Science and Risk Communication

Predictably Irrational People s perceptions are often inaccurate but rarely completely irrational Irrationality implies random; illogical; absurd People s

6 Predictably Irrational People s perceptions are often inaccurate but rarely completely irrational Irrationality implies random; illogical; absurd People s actions may be inconsistent But, and they ultimately may not be in their own best interests. Risk perception and behavior towards risk are predictable And manageable

7 People understand that modern life is not risk-free

8 But: Few people want any additional risks Especially risks they don t control Especially risks that don t benefit them People expect you to continually work towards zerorisk

9 Persuasion Requires More Than Just Education

10 If People Just Understood the Facts They would do the right thing. There wouldn t be a problem. We could have a rational discussion. They would reach the right conclusion. Everything would be fine.

Education Alone Doesn t Work Many have written about the inadequacy of the educational deficit model Plenty of evidence from behavioral research.

11 Education Alone Doesn t Work Many have written about the inadequacy of the educational deficit model Plenty of evidence from behavioral research. The correlation between knowledge and action rarely exceeds.20 People know the facts about: Smoking and continue to smoke Diet and continue to be overweight Safe sex... Drinking and Driving...

12 Why Education Alone Doesn t Work Simply providing facts rarely meets an individual s specific situational needs, wants, or expectations.

13 Why Education Alone Doesn t Work Educational efforts often assume: a base level of knowledge that doesn t exist. a base level of interest in the details that doesn t exist.

We Engage in Motivated Reasoning We readily incorporate new information that is consistent with our existing beliefs We reject new information that

14 We Engage in Motivated Reasoning We readily incorporate new information that is consistent with our existing beliefs We reject new information that is inconsistent with our beliefs And when we can t reject it outright, we will twist the information in ways that makes it consistent with our beliefs

15 Risk Perception Has Two Components

Two Components of Risk Perception Cognitive components thoughts Understanding of the likelihood/consequences of the hazard Mental models of how/why the particular hazard poses

16 Two Components of Risk Perception Cognitive components thoughts Understanding of the likelihood/consequences of the hazard Mental models of how/why the particular hazard poses a threat Understanding of the contexts surrounding the hazard Affective components feelings Fear Worry Frustration Sadness Anger Disgust Dread Outrage Protectiveness Others...

17 Cognition and Affect Many psychologists (and especially economists) believe that affect is the byproduct of cognition. People evaluate the information they are given, which leads to an overall affective reaction (i.e. fear, anger, dread, outrage).

18 Affect Can Come First It seems clear that affect can also drive future cognition. First impressions matter Gut decisions Cyclical thinking I like it because it is good, and it is good because I like it.

19 Food Advertising Often Relies on Affect

20 Activist s Messages Often Rely on Affect

21 Nutrition Education Relies on Cognition

22 Food Safety Education Relies on Cognition

23 Risk Perception Risk perception is a mix of facts and feelings, intellect and instinct, reason and gut reaction. And in many cases, the feelings/instinct/gut have the greater influence. - David Ropeik Risk communication must address each of these influences

24 Food Risks are Different

25 You Are What you Eat We literally (and figuratively) internalize the risks we perceive related to food and drink.

26 We Reinforce This Idea

You Are What you Eat Because we internalize them, potential food hazards are often seen as objects of disgust Characterized by revulsion at the

27 You Are What you Eat Because we internalize them, potential food hazards are often seen as objects of disgust Characterized by revulsion at the prospect of oral incorporation of an offensive and contaminating object. For many, consuming impure foods results in an unclean body and/or an unclean spirit.

28 Food Carries Cultural Meaning Food carries distinct religious, symbolic, and cultural meanings that set it apart from other concerns.

Who they are as individuals Their political or

29 Food Choices Signify Identity People often use their food choices to represent and communicate: Who they are as individuals Their political or ideological beliefs Their roles and status in society

30 Food Choices Signify Identity People often use their food choices to represent and communicate: Who they are as individuals Their political or ideological beliefs Their roles and status in society

31 Food Choices Signify Identity People often use their food choices to represent and communicate: Who they are as individuals Their political or ideological beliefs Their roles and status in society

33 Self-identity Does not Change Simply Because Contrary Scientific Evidence Becomes Available

35 Self-identity is Reinforced by Others

36 Helpful Friends and Family

37 Food Carries Emotional Meaning Making or sharing food with others is symbolically, psychologically, and emotionally linked with love, nurturing and intimacy, and is considered crucial to creating and maintaining bonds between people.

38 Food Carries Emotional Meaning Making or sharing food with others is symbolically, psychologically, and emotionally linked with love, nurturing and intimacy, and is considered crucial to creating and maintaining bonds between people. The adulteration of food and drink is seen as a violation of the trust and bonds between people.

39 Food Carries Symbolic Meaning Some foods have more than nutritional value, they have symbolic value:

40 The Messages Can be Complex

41 Communicating Risks and Benefits Often involves communicating about both risks and benefits associated with particular food choices.

42 Most of the Food Risks We Worry About, And the Benefits We Desire Are Invisible

43 Problem of Invisibility for Food Safety We rely on other visual and olfactory cues to know what is safe and what is not. Many believe that if it looks clean it means there are no bacteria. People don t know that spoilage bacteria are not a reliable indicator of Pathogenic Bacteria The sniff-test is inadequate. Without those cues, it is easy for people to ignore or to amplify the real risks.

44 People Know Little about Foodborne Illness They underestimate the incidence of foodborne illness Are unable to identify groups of people particularly at risk for foodborne illness. Cannot identify the symptoms Do not recognize foodborne illness when they personally experience it. CDC estimates that each year roughly 1 in 6 Americans (or 48 million people) gets sick, 128,000 are hospitalized, and 3,000 die of foodborne diseases Only 18% of the respondents in our 2008 study reported that they had ever been made sick as the result of eating contaminated food Hallman, W. K., Cuite, C. L., & Hooker, N. H. (2009). Consumer responses to food recalls: 2008 national survey report. (Publication number RR ). New Brunswick, New Jersey: Rutgers, the State University of New Jersey, Food Policy Institute.

Lack of Feedback Loops Foodborne illness is usually blamed on someone else. Few believe that they have made themselves ill. Fewer believe that it is likely that they have made someone else ill.

45 Lack of Feedback Loops Foodborne illness is usually blamed on someone else. Few believe that they have made themselves ill. Fewer believe that it is likely that they have made someone else ill. Many also believe that symptoms of foodborne illness become evident shortly after eating a tainted food. As a result, people don t connect their actions with the consequences. Problem for home cooks Problem for food service

People Don t Know What they Don t Know They overestimate their own knowledge of Science and Agriculture Increasing urbanization means fewer people around the world

46 People Don t Know What they Don t Know They overestimate their own knowledge of Science and Agriculture Increasing urbanization means fewer people around the world are involved with Agriculture They don t know how the food and agricultural system has changed People don t know what they don t know so are unlikely to seek information.

47 Consumers Have Been Disconnected from Ag

48 Food Has Become Sanitized The cellophane effect

49 Food Safety Education is Broken Fewer people cooking majority of meals at home Fewer cooking meals from scratch The decline of home economics ready to eat, heat and serve, triple washed

Recipes often have vague cooking instructions Recipes

50 Food Safety Education is Broken Good food safety practices rarely shown or emphasized on televised cooking shows Recipes often have vague cooking instructions Recipes rarely include instructions for proper cooling, storage, or reheating.

51 Invisibility = Loss of control When something is out of our control, it feels more risky.

52 Invisibility = Loss of control When something is out of our control, it feels more risky. Plays a prominent role in arguments by proponents of GMO labeling

53 Invisibility = Loss of control When something is out of our control, it feels more risky. Plays a prominent role in arguments by proponents of GMO labeling

54 People Try to Maintain the Illusion of Control Through a Variety of Means

55 Misuse of Date Labeling

59 Get Real

60 Accept no substitutes -

61 People are Open to Other Simple Heuristics Eat Organic Whole foods are best Eat food. Not too much. Mostly plants. Michael Pollan

62 No Shortage of Food Rules

63 Rules Depend on Intuitive Plausibility Pollan, M. (2009). Food rules: An eater's manual. Penguin.

64 There is No Shortage of Expert Advice

67 Lies only have to be plausible to be accepted

68 You Are What You Eat

69 You Are What You Eat From Rutgers 2013 survey: By eating a genetically modified fruit, a person s genes could also become modified. 13% of Americans think this is true. 33% are not sure if it s true or false.

70 A lie can travel halfway around the world while the truth is putting on its shoes. - Mark Twain

71 People learn about many food risks through implicit comparisons, suggesting superiority

72 What is Free is Best

73 Advertising claims can introduce risks that people have never heard of before Great cheese comes from happy cows!

75 People are susceptible to the placebo effect

77 People are susceptible to the nocebo effect

Do You Have Any of These Symptoms? http://www.top10homeremedies.

79 Do You Have Any of These Symptoms?

80 Moving Forward Carefully consider the messages that are sent / reinforced by product claims Adopt strategies to make the invisible visible as a way to cue appropriate precautionary behaviors on the part of consumers. Create nudges that lead consumers to make the right choices We also need to help consumers ritualize/ routinize appropriate food safety behaviors so that they become automatic in the face of invisible hazards.

81 Moving Forward We need to enhance packaging Giving explicit instructions about what to do, and why Provide links to appropriate online videos and other instructional materials, Take advantage of public interest in: food-oriented television, online blogs, YouTube channels, and other opportunities to reach consumers.

82 For More Information: William K. Hallman, PhD. Professor/Chair Department of Human Ecology Rutgers University 55 Dudley Road New Brunswick, NJ (848)

How Consumers Make Decisions

When Science and Citizens Connect: Public Engagement on Genetically Modified Organisms How Consumers Make Decisions William K. Hallman, PhD. Professor/Chair Department of Human Ecology Rutgers University