The role of expertise in risk communication:Laypeople’s and expert’s perception of the millennium bug risk in the netherlands

This paper focuses on the discussion of the role of expertise in risk communication. It describes empirical data on the risks posed by the Millennium bug in 1999 in the Netherlands. The study systematically examined the risk perception of both general public and computer experts with respect to the Millennium bug, assessing a potential discrepancy between the layman’s and the expert’s judgement, as has been observed in other risk areas. Two surveys were fielded, the first aimed at a random sample of the Dutch population (n = 253), the second at a sample of computer experts (n = 91). Results indicated that respondents did not perceive the Millennium bug to be a major threat. However, laypeople worried more, did see the issue as more personally risky, and did think the level of public awareness was higher than experts did. Computer experts felt more capable of taking mitigating actions than laypeople, and were more convinced that these actions were adequate. The implications of these findings for the role of expertise in risk communication are discussed

Development of strategies for effective communication of food risks and benefits across Europe: Design and conceptual framework of the FoodRisC project

The FoodRisC project is funded under the Seventh Framework Programme (CORDIS FP7) of the European Commission; Grant agreement no.: 245124. Copyright @ 2011 Barnett et al.BACKGROUND: European consumers are faced with a myriad of food related risk and benefit information and it is regularly left up to the consumer to interpret these, often conflicting, pieces of information as a coherent message. This conflict is especially apparent in times of food crises and can have major public health implications. Scientific results and risk assessments cannot always be easily communicated into simple guidelines and advice that non-scientists like the public or the media can easily understand especially when there is conflicting, uncertain or complex information about a particular food or aspects thereof. The need for improved strategies and tools for communication about food risks and benefits is therefore paramount. The FoodRisC project ("Food Risk Communication - Perceptions and communication of food risks/benefits across Europe: development of effective communication strategies") aims to address this issue. The FoodRisC project will examine consumer perceptions and investigate how people acquire and use information in food domains in order to develop targeted strategies for food communication across Europe.METHODS/DESIGN: This project consists of 6 research work packages which, using qualitative and quantitative methodologies, are focused on development of a framework for investigating food risk/benefit issues across Europe, exploration of the role of new and traditional media in food communication and testing of the framework in order to develop evidence based communication strategies and tools. The main outcome of the FoodRisC project will be a toolkit to enable coherent communication of food risk/benefit messages in Europe. The toolkit will integrate theoretical models and new measurement paradigms as well as building on social marketing approaches around consumer segmentation. Use of the toolkit and guides will assist policy makers, food authorities and other end users in developing common approaches to communicating coherent messages to consumers in Europe.DISCUSSION: The FoodRisC project offers a unique approach to the investigation of food risk/benefit communication. The effective spread of food risk/benefit information will assist initiatives aimed at reducing the burden of food-related illness and disease, reducing the economic impact of food crises and ensuring that confidence in safe and nutritious food is fostered and maintained in Europe.This article is available through the Brunel Open Access Publishing Fund

Online information sharing about risks:The case of organic food

Individuals have to make sense of an abundance of information to decide whether or not to purchase certain food products. One of the means to sense-making is information sharing. This article reports on a quantitative study examining online information sharing behavior regarding the risks of organic food products. An online survey among 535 respondents was conducted in the Netherlands to examine the determinants of information sharing behavior, and their relationships. Structural equation modeling was applied to test both the measurement model and the structural model. Results showed that the intention to share information online about the risks of organic food was low. Conversations and email were the preferred channels to share information; of the social media Facebook stood out. The developed model was found to provide an adequate description of the data. It explained 41% of the variance in information sharing. Injunctive norms and outcome expectancies were most important in predicting online information sharing, followed by information-related determinants. Risk-perception-related determinants showed a significant, but weak, positive relationship with online information sharing. Implications for authorities communicating on risks associated with food are addressed

“Listen, did you hear…?”: A structural equation model explaining online information sharing on the risks of nanotechnology in food

In order to encourage consumer informed decision making, it is in the interest of risk communicators in the food industry and authorities to facilitate consumer risk information sharing. Focusing on the risks of nanotechnology in food products, this study aimed to develop and test a model that describes the processes that result in the online sharing of risk information on food products. The model was based on the Theory of Planned Behaviour, the Risk Information Seeking and Processing model and the broader risk perception and communication literature. A cross-sectional online survey has been carried out among a representative sample of adults >18 years of age in the Netherlands (n = 511). Attitude, self-efficacy, and injunctive and descriptive subjective norms in relation to information sharing were measured, as were information need, information seeking, trust, risk perception and anxiety in relation to the application of nanotechnology in food products. Structural equation modelling (SEM) was applied to test the determinants of information sharing behaviour, and their relationships. Results showed that the intention to share information about the risks of nanotechnology in food online was medium-low. The hypothesized model as a whole fitted the data and nine of the fourteen path coefficients were highly significant. Results showed injunctive norms to be the main determinant of information sharing. Attitude and information seeking also contributed to the explanation of the variance in information sharing. Results are put into the perspective of relevant theoretical viewpoints and empirical findings. Implications for food risk communication and the facilitation of informed decision making are discussed

Social media mediated interaction with peers, experts and anonymous authors:Conversation partner and message framing effects on risk perception and sense-making of organic food

With the increased popularity of organic food production, new information about the risks attached to food products has become available. Consumers need to make sense of this information, interpret the information in terms of risks and benefits, and consequently choose whether to buy these products or not. In this study, we examined how social media mediated interaction with another person impacts risk perception and sense-making regarding eating organic food. Specifically, we investigated how risk perception and sense-making are influenced by the specific message frame, the identity of the conversation partner, the perceived similarity and expertise of this partner, and the initial attitude of individuals. An online interaction experiment, including a simulated chat in which we manipulated the message frame (gains vs losses vs uncertainty) and the conversation partner (expert vs peer vs anonymous) was conducted using a representative sample of Dutch internet users (n = 310). Results showed that chatting with partners who were perceived to be expert was associated with lower levels of risk perception, while chatting with partners who were perceived to be similar was associated with higher levels of information need, intention to take notice, and search for and share information. Results also showed that initial attitude had a strong effect. The more positive consumers were about eating organic food, the lower their risk perception and the higher their need for information, intention to take notice of, search for and share information following the chat. Implications for authorities communicating on food (risks) are discussed