Risk Perceptions, Consumer Response and the First U.S. Mad Cow Case

32 Pages Posted: 24 Dec 2010

See all articles by Calum G. Turvey

Calum G. Turvey

Cornell University - School of Applied Economics and Management

Benjamin Onyango

Rutgers, The State University of New Jersey - Food Policy Institute

Brian J. Schilling

Rutgers, The State University of New Jersey - Department of Agricultural, Food and Resource Economics

William K. Hallman

Rutgers University

Date Written: March 26, 2009

Abstract

The December 2003 discovery of a BSE infected cow in the USA revealed a vulnerability in the safety of the U.S. Food Supply. This study reports on a nationwide risk perception survey conducted in early January 2004. Survey results showed that U.S. consumers for the most part took the discovery in stride. The survey predicted that by the end of 2004 beef consumption would for the most part return to normal, which indeed it did, but uniquely this study applies multivariate regression to its analyses of the Kraus-Slovic axioms which are often applied to problems in the psychology of risk.

Keywords: Mad Cow, BSE, Risk Perceptions

JEL Classification: D12, Q10,Q18

Suggested Citation

Turvey, Calum G. and Onyango, Benjamin and Schilling, Brian J. and Hallman, William K., Risk Perceptions, Consumer Response and the First U.S. Mad Cow Case (March 26, 2009). Available at SSRN: https://ssrn.com/abstract=1730335 or http://dx.doi.org/10.2139/ssrn.1730335

Calum G. Turvey (Contact Author)

Cornell University - School of Applied Economics and Management ( email )

248 Warren Hall
Ithaca, NY 14853
United States

Benjamin Onyango

Rutgers, The State University of New Jersey - Food Policy Institute ( email )

55 Dudley Road
ASB III, Rutgers Plaza
New Brunswick, NJ 0801-8520
United States

Brian J. Schilling

Rutgers, The State University of New Jersey - Department of Agricultural, Food and Resource Economics ( email )

New Jersey
United States

William K. Hallman

Rutgers University ( email )

Department of Human Ecology
55 Dudley Road
New Brunswick, NJ 08901-5420
United States
848 932 9227 (Phone)

HOME PAGE: http://humanecology.rutgers.edu/faculty.asp?fid=28

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