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Can generic advertising alleviate consumer concerns over food scares?

Author

Listed:
  • Kent Messer
  • Harry Kaiser
  • Collin Payne
  • Brian Wansink

Abstract

Consumers consistently express concern about the risk of new variant Creutzfeldt-Jakob Disease (nvCJD) from eating beef. Given several US cows infected with Bovine Spongiform Encephalopathy (BSE) (mad cow disease) and recent findings that the path of transmission of nvCJD remains unknown, the potential for a devastating scare hangs over the beef industry. This experimental research evaluates the ability of industry advertising messages to offset the effects of media messages related to the lack of food safety. Using a nonstudent subject pool, this research finds that beef industry advertising significantly alleviates US consumer safety concerns.

Suggested Citation

  • Kent Messer & Harry Kaiser & Collin Payne & Brian Wansink, 2011. "Can generic advertising alleviate consumer concerns over food scares?," Applied Economics, Taylor & Francis Journals, vol. 43(12), pages 1535-1549.
    • Handle: RePEc:taf:applec:v:43:y:2011:i:12:p:1535-1549
    DOI: 10.1080/00036840802600616
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    References listed on IDEAS

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    1. Piggott, Nicholas E. & Zhen, Chen & Beach, Robert H. & Wolhlgenant, Michael K., 2007. "The Impact of Pork Advertising on US Meat Demand in the Presence of Competing Beef Advertising and Food Safety Events," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9235, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    Cited by:

    1. Li, Tongzhe & Bernard, John C. & Johnston, Zachary A. & Messer, Kent D. & Kaiser, Harry M., 2017. "Consumer preferences before and after a food safety scare: An experimental analysis of the 2010 egg recall," Food Policy, Elsevier, vol. 66(C), pages 25-34.
    2. Jura Liaukonyte & Nadia A. Streletskaya & Harry M. Kaiser, 2015. "The Long-Term Impact of Positive and Negative Information on Food Demand," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 539-562, December.
    3. Kent D. Messer & Marco Costanigro & Harry M. Kaiser, 2017. "Labeling Food Processes: The Good, the Bad and the Ugly," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(3), pages 407-427.
    4. Brandon R. McFadden & Trey Malone & Maik Kecinski & Kent D. Messer, 2021. "COVID‐19 Induced Stigma in U.S. Consumers: Evidence and Implications," American Journal of Agricultural Economics, John Wiley & Sons, vol. 103(2), pages 486-497, March.
    5. Murphy, David M. A., 2017. "Underground Knowledge: Soil Testing, Farmer Learning, and Input Demand in Kenya," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258372, Agricultural and Applied Economics Association.
    6. Yadavalli, Anita & Jones, Keithly, 2014. "Does media influence consumer demand? The case of lean finely textured beef in the United States," Food Policy, Elsevier, vol. 49(P1), pages 219-227.
    7. Savchenko, Olesya M. & Kecinski, Maik & Li, Tongzhe & Messer, Kent D. & Xu, Huidong, 2018. "Fresh foods irrigated with recycled water: A framed field experiment on consumer responses," Food Policy, Elsevier, vol. 80(C), pages 103-112.
    8. Deborah Kerley Keisner & Kent D. Messer & William D. Schulze & Homa Zarghamee, 2013. "Testing Social Preferences for an Economic “Bad”: An Artefactual Field Experiment," Scandinavian Journal of Economics, Wiley Blackwell, vol. 115(1), pages 27-61, January.
    9. M. P. McCullough & T. L. Marsh & R. Huffaker, 2013. "Reconstructing market reactions to consumption harms," Applied Economics Letters, Taylor & Francis Journals, vol. 20(2), pages 173-179, February.
    10. Verteramo Chiu, Leslie J. & Turvey, Calum G., 2015. "Perception and Action in a Conflict Zone: a Study of Rural Economy and Rural Life amidst Narcos in Northeastern Mexico," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205447, Agricultural and Applied Economics Association.

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