Session 5: Nutrition communication The challenge of effective food risk communication

Abstract

A chronology of food scares combined with a rapid, unchecked, rise in lifestyle-related diseases such as obesity highlights the need for a focus on effective food risk communication. However, food risk communication is highly complex. Many factors will affect its success, including the demeanour and conduct of the source, its transparency, interaction with the public, acknowledgement of risks and timely disclosure. How the message is developed is also important in terms of language, style and pretesting with target audiences, as is the choice of appropriate channels for reaching target audiences. Finally, there are many personal factors that may affect risk perception such as previous experience, knowledge, attitudes and beliefs, personality, psychological factors and socio-demographic factors, many of which remain unexplored. While there is evidence that campaigns that communicate health risk have been associated with behaviour change in relation to major public health and safety issues in the past, it is unknown at this stage whether targeting risk information based on risk-perception segmentation can increase the effectiveness of the messages.

Segmentation of the buffalo meat consumer market in Belém, Pará, Brazil

“…These factors indicate the importance of information in purchase-related decision making because consumers often seek information stored in their memories as well as from the external environment (Rutsaert et al, 2005). According to McGloin et al (2009), communication related to food must be clear and easy to understand to produce better results.…”

A risk communication model for food regulatory agencies in modern society

“…The framework that is consistent with this idea is the psychometric model, currently the most accepted model of risk communication (McGloin, Delaney, Hudson, & Wall, 2009). The 'psychometric paradigm' incorporates the idea of complex evaluations of risk by consumers into models of risk analysis.…”

“…Moreover, consumers may also incorporate the values of their peers, other groups, or society when assessing risk (Powell, 2000). Characteristics of the target audience can also influence risk perception, including: knowledge, attitudes and beliefs, personality, psychological factors and socio-demographic factors, and previous experience with the risks (McGloin et al, 2009;Sandman P. M., 1987).…”

“…Therefore, risk perception can be influenced by whom the public thinks is responsible for mitigating the risk. For example, obesity does not elicit a strong response from the public even though it is a major public health concern because people feel they are in control of the risk and their exposure to it (McGloin et al, 2009).…”

“…Trust in authorities can also decrease when the public is not engaged, risks are unacknowledged, and information flow is delayed (McGloin et al, 2009). Communicator characteristics that influence trust are knowledge and expertise, honesty, and empathy (Hansen et al, 2003;McGloin et al, 2009;Rosati & Saba, 2004).…”