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Can generic advertising alleviate consumer concerns over food scares?

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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.

Document Type: Research Article


Affiliations: 1: Department of Food and Resource Economics and Department of Economics, 226 Townsend Hall, University of Delaware, Newark, Delaware 19716, USA 2: Department of Applied Economics and Management, 350 Warren Hall, Cornell University, Ithaca, New York 14853, USA 3: Department of Marketing, MSC 5280, New Mexico State University, Las Cruces, NM 88003-5280, USA 4: Department of Marketing, 110 Warren Hall, Cornell University, Ithaca, New York 14853, USA

Publication date: May 1, 2011

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