When consumers are made aware of an adverse event that could signal a future exposure to a health threat such as a deadly foodborne disease, they assess their exposure to the danger. Then they conceive a behavioral strategy. This strategy depends on their perception of their exposure. If they decide to suspend their consumption of the incriminated food category, they expect the authorities to address the public about their action plan to restore trust in the food category. The author explores the cognitive scheme of the consumers facing a hypothetical such life-threatening context. The results demonstrate that generations, defined from their status during the last BSE crisis in the late 90s, follow significantly different mental path. Several communication strategies are suggested to restore consumers’ trust.
FOURCADET, O. (2018). Perceptions d'un évènement par le consommateus et leur jugement des mesures de lutte. Excercice d'anticipation dans le cas de dépistage positif d'animaux à l'Encéphalopathie Spongiforme Bovine (ESB). Epidémiologie et santé animale, (73), pp. 59-69.