Michael Siegrist

Public acceptance of nanotechnology foods and food packaging: The influence of affect and trust

Nanotechnology is increasingly being employed in the areas of food production and packaging. Public perception will be crucial to the realization of these technological advances. We examined how lay people (N=153) perceive nanotechnology foods and nanotechnology food packaging, and we examined the factors that influence willingness to buy these products. Participants received some general information about nanotechnology, and specific information about four nanotechnology applications. Overall, participants were hesitant to buy nanotechnology foods or food with nanotechnology packaging. Results suggest, however, that nanotechnology packaging is perceived as being more beneficial than nanotechnology foods. Results further suggest that social trust in the food industry is an important factor directly influencing the affect evoked by these new products. As suggested by the affect heuristic, affect had an impact on perceived benefits and perceived risks. Perceived benefit seems to be the most important predictor for willingness to buy.

Perception of risk: the influence of general trust, and general confidence

The influence of trust and confidence as personality traits on the perception of various hazards was examined. The distinction between trust and confidence is a key element of certain theories of co‐operation, but this dual‐mode approach has had little impact on empirical studies. General trust is the belief that other people can be relied on. General confidence is the conviction that everything is under control, and uncertainty is low. It was hypothesized that general trust and general confidence negatively influence risk perception. The hypothesis was tested using data from a random sample of 388 persons living in Switzerland. High levels of trust and confidence reduced perceived risks, compared with low levels of trust and confidence. Age was positively correlated with perceived risk. Gender was a significant predictor for technological hazards, but not for non‐technological hazards. Females perceived more risks than males. Results provide strong evidence for the hypothesis that general trust and general confidence have an impact on the perception of new technologies. Practical implications of the results are discussed.

Perceived risks and perceived benefits of different nanotechnology foods and nanotechnology food packaging

Nanotechnology has the potential to generate new food products and new food packaging. In a mail survey in the German speaking part of Switzerland, lay peoples (N=337) perceptions of 19 nanotechnology applications were examined. The goal was to identify food applications that are more likely and food applications that are less likely to be accepted by the public. The psychometric paradigm was employed, and applications were described in short scenarios. Results suggest that affect and perceived control are important factors influencing risk and benefit perception. Nanotechnology food packaging was assessed as less problematic than nanotechnology foods. Analyses of individual data showed that the importance of naturalness in food products and trust were significant factors influencing the perceived risk and the perceived benefit of nanotechnology foods and nanotechnology food packaging.

Natural Hazards and Motivation for Mitigation Behavior: People Cannot Predict the Affect Evoked by a Severe Flood

Past research indicates that personal flood experience is an important factor in motivating mitigation behavior. It is not fully clear, however, why such experience is so important. This study tested the hypothesis that people without flooding experience underestimate the negative affect evoked by such an event. People who were affected by a severe recent flood disaster were compared with people who were not affected, but who also lived in flood-prone areas. Face-to-face interviews with open and closed questions were conducted (n= 201). Results suggest that people without flood experience envisaged the consequences of a flood differently from people who had actually experienced severe losses due to a flood. People who were not affected strongly underestimated the negative affect associated with a flood. Based on the results, it can be concluded that risk communication must not focus solely on technical aspects; in order to trigger motivation for mitigation behavior, successful communication must also help people to envisage the negative emotional consequences of natural disasters.

Consumers’ willingness to buy functional foods. The influence of carrier, benefit and trust

The goal of the present study was to examine factors that influence willingness to buy functional foods. Data were collected from a representative mail survey in Switzerland (n=249). Results suggest that consumers are more inclined to buy functional foods with physiological health claims compared with psychological health claims. Health claims were most positively evaluated when attached to a product with a positive health image. Results further show that participants who have trust in the food industry are more likely to buy functional foods compared with participants who do not have trust in the food industry. Older consumers were more interested in functional foods than younger consumers.

Importance of cooking skills for balanced food choices.

A cooking skill scale was developed to measure cooking skills in a European adult population, and the relationship between cooking skills and the frequency of consumption of various food groups were examined. Moreover, it was determined which sociodemographic and psychological variables predict cooking skills. The data used in the present study are based on the first (2010) and second (2011) surveys of a yearly paper-and-pencil questionnaire (Swiss Food Panel). Data from 4436 participants (47.2% males) with a mean age of 55.5 years (SD=14.6, range 21-99) were available for analysis. The cooking skills scale was validated using a test-retest analysis, confirming that this new scale is a reliable and consistent instrument. Cooking enjoyment was the most important predictor for cooking skills, especially for men. Women had higher cooking skills in all age groups. Cooking skills correlated positively with weekly vegetable consumption, but negatively with weekly convenience food consumption frequency, even while holding the effect of health consciousness related to eating constant. In summary, cooking skills may help people to meet nutrition guidelines in their daily nutrition supply. They allow people to make healthier food choices. It is, therefore, important to teach children and teenagers how to cook and to encourage them to develop their cooking skills.

Convenience food products. Drivers for consumption

Convenience is one of the big trends in the food business. The demand for convenience food products is steadily increasing; therefore, understanding convenience food consumption is an important issue. Despite being vital properties of convenience food, saving time and effort have not been very successful constructs for predicting convenience food consumption. To examine a wide range of possible drivers for convenience food consumption, the present study uses a convenience food frequency questionnaire that asks about consumption behavior. A paper-and-pencil questionnaire was sent out to a representative sample of people in German-speaking Switzerland and yielded N = 918 complete datasets from persons mainly responsible for buying and preparing food in the household. The various convenience food products could be categorized into four groups, which we labeled as highly processed food items, moderately processed food items, single components, and salads. Fifteen drivers were found to have a significant impact either on total convenience consumption or on one of the identified categories. Strong predictors were age, concern about naturalness, nutrition knowledge, and cooking skills.

Opportunities and challenges of Web 2.0 for vaccination decisions

A growing number of people use the Internet to obtain health information, including information about vaccines. Websites that allow and promote interaction among users are an increasingly popular source of health information. Users of such so-called Web 2.0 applications (e.g. social media), while still in the minority, represent a growing proportion of online communicators, including vocal and active anti-vaccination groups as well as public health communicators. In this paper, the authors: define Web 2.0 and examine how it may influence vaccination decisions; discuss how anti-vaccination movements use Web 2.0 as well as the challenges Web 2.0 holds for public health communicators; describe the types of information used in these different settings; introduce the theoretical background that can be used to design effective vaccination communication in a Web 2.0 environment; make recommendations for practice and pose open questions for future research. The authors conclude that, as a result of the Internet and Web 2.0, private and public concerns surrounding vaccinations have the potential to virally spread across the globe in a quick, efficient and vivid manner. Web 2.0 may influence vaccination decisions by delivering information that alters the perceived personal risk of vaccine-preventable diseases or vaccination side-effects. It appears useful for public health officials to put effort into increasing the effectiveness of existing communication by implementing interactive, customized communication. A key step to providing successful public health communication is to identify those who are particularly vulnerable to finding and using unreliable and misleading information. Thus, it appears worthwhile that public health websites strive to be easy to find, easy to use, attractive in its presentation and readily provide the information, support and advice that the searcher is looking for. This holds especially when less knowledgeable individuals are in need of reliable information about vaccination risks and benefits.

How a Nuclear Power Plant Accident Influences Acceptance of Nuclear Power: Results of a Longitudinal Study Before and After the Fukushima Disaster

Major nuclear accidents, such as the recent accident in Fukushima, Japan, have been shown to decrease the publics acceptance of nuclear power. However, little is known about how a serious accident affects peoples acceptance of nuclear power and the determinants of acceptance. We conducted a longitudinal study (N= 790) in Switzerland: one survey was done five months before and one directly after the accident in Fukushima. We assessed acceptance, perceived risks, perceived benefits, and trust related to nuclear power stations. In our model, we assumed that both benefit and risk perceptions determine acceptance of nuclear power. We further hypothesized that trust influences benefit and risk perceptions and that trust before a disaster relates to trust after a disaster. Results showed that the acceptance and perceptions of nuclear power as well as its trust were more negative after the accident. In our model, perceived benefits and risks determined the acceptance of nuclear power stations both before and after Fukushima. Trust had strong effects on perceived benefits and risks, at both times. Peoples trust before Fukushima strongly influenced their trust after the accident. In addition, perceived benefits before Fukushima correlated with perceived benefits after the accident. Thus, the nuclear accident did not seem to have changed the relations between the determinants of acceptance. Even after a severe accident, the public may still consider the benefits as relevant, and trust remains important for determining their risk and benefit perceptions. A discussion of the benefits of nuclear power seems most likely to affect the publics acceptance of nuclear power, even after a nuclear accident.

New Information and Social Trust: Asymmetry and Perseverance of Attributions about Hazard Managers

It has been argued that news about negative events has a much stronger effect on decreasing social trust than does news about positive events on increasing it. This asymmetry principle of trust was investigated in two surveys that also investigated the perseverance of trust. The possibility that established trust attributions persevere in the face of new information raises questions about the limits of trust asymmetry. The two studies yielded evidence that both type of news (good versus bad) and initial general trust in the nuclear power industry or the food supply industry affected level of trust. Compared to individuals trusting the industry, those distrusting the industry exhibited less trust following both bad and good news events. Study I also found that judged informativeness and judged positiveness of news events were affected by type of news and general trust of the industry. Individuals low in general trust of the nuclear power industry judged both bad news and good news as less positive than did those high in general trust. Those low in general trust judged bad news as more informative than good news and than did those high in general trust. An important implication of the perseverance of trust is to focus attention on including not only the effects of information about specific events and actions, but also on the judgment processes underlying social trust. The Salient Value Similarity model is suggested as one way of accounting for these psychological processes.