Evaluating the Effects of a Message on Attitude and Intention To Eat Raw Meat: Salmonellosis Prevention

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Salmonellosis is one of the most common foodborne human diseases. The risk of infection can be reduced by communication campaigns. The aim of this study was to demonstrate the efficacy of a food safety message that underlines that eating well-cooked meat is an effective strategy for preventing salmonellosis. The target audience was young adults (university students). They were presented with one of two messages, a prevention message or a control message. The prevention message proved to be very effective. First, it changed the attitude toward raw or rare meat, which after having read the prevention message was evaluated less positively and more negatively. Second, intentions to eat raw or rare meat were weaker in those who read the prevention message compared with those who read the control message. Third, after the message, participants in the experimental condition, but not in the control condition, associated the self-image more with well-done meat than with raw or rare meat.

Document Type: Research Article

DOI: http://dx.doi.org/10.4315/0362-028X.JFP-11-120

Affiliations: 1: Dipartimento di Psicologia Applicata, Università di Padova, Via Venezia 8, 35131 Padova, Italy 2: Istituto Zooprofilattico Sperimentale delle Venezie SCS7—Comunicazione e Conoscenza per la Salute, Viale dell'Università 10, 35020 Legnaro (PD), Italy 3: Istituto Zooprofilattico Sperimentale delle Venezie SCS7—Comunicazione e Conoscenza per la Salute, Viale dell'Università 10, 35020 Legnaro (PD), Italy. lravarotto@izsvenezie.it

Publication date: February 1, 2012

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