Knowing the specific characteristics which trigger a strong sense of safe versus unsafe allows risk communicators to reach consumers effectively with targeted messages. Using experimental design of ideas and conjoint measurement, we assessed consumer interest in and perceived safety of food characteristics that consumers think to be important when they make a purchase decision. The study identified the specific characteristics and the associated phrasing. The results combine insights about acceptance with insights about safety, answering questions that could not have been previously addressed in this efficient, quantitative way. The study opens up a new area for consumer understanding dealing with the perception of intangible topics including safety, compliance, and ‘good-for-you’.
Saulo, A.A. and Moskowitz, H.R. 2011. Uncovering the mind-sets of consumers towards food safety messages. Food Quality and Preference 22: 422-432. Article