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Consumer attitudes and expectations on food safety |
C. M. BRUHN, Center for Consumer Research, Univ. of California, Davis, 1 Shields Ave., Davis, CA 95616 Reaching the consumer with food safety information Communication is a two way process. The success of educational intervention will increase if it first addresses what the consumer wants to know. The educator is then challenged to motivate the consumer to seek information that the scientific and health community believes is important. Focus groups, interviews or surveys can be used to understand concerns, assess knowledge and check information sources. This research provides insight as to what information people need and what messages will most effectively respond to questions. Information must be actionable, telling what, how and why to take certain actions. Studies indicate people frequently know recommended action, but do not follow guidelines because they are not perceived as important. Messages can be made interesting and relevant by emphasizing the human rather than the statistical aspects of a story. The perceived importance of a message is increased by frequent exposure. Access to information must be convenient. Numerous surveys note that television and newspapers are the major information sources for the public, followed by radio, magazines, and other people. Other communication vehicles can be successful, depending on the target audience. Information sources viewed as knowledgeable and trustworthy are most likely to be believed. Trusted information sources are described as concerned with public welfare, truthful, and with a "good track record." Less credible sources are characterized by exaggeration, distortion, and vested interest. Consumers in the United States considered health authorities, such as the American Medical Association or the American Dietetic Association, as the most credible, followed by university scientists and regulatory groups like FDA. Educational program must include assessment, measuring what information is remembered and what is acted upon. If changes are not make, consumer research can determine why and future programs can address motivational barriers.
Session 24, Communicating food safety: To the public, students and food handlers
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