Hamburger hazards and emotions.

Previous studies indicate that many consumers eat rare hamburgers and that information about microbiological hazards related to undercooked meat not necessarily leads to more responsible behavior. With this study we aim to investigate whether consumers' willingness to eat hamburgers depends on the emotions they experience when confronted with the food. A representative sample of 1046 Norwegian consumers participated in an online experiment. In the first part, participants were randomly divided into two groups. One group was confronted with a picture of a rare hamburger, whereas the other group was confronted with a picture of a well-done hamburger. The respondents were instructed to imagine that they were served the hamburger on the picture and then to indicate which emotions they experienced: fear, disgust, surprise, interest, pleasure, or none of these. In part two, all respondents were confronted with four pictures of hamburgers cooked to different degrees of doneness (rare, medium rare, medium well-done, well-done), and were asked to state their likelihood of eating. We analyzed the data by means of a multivariate probit model and two linear fixed-effect models. The results show that confrontation with rare hamburgers evokes more fear and disgust than confrontation with well-done hamburgers, that all hamburgers trigger pleasure and interest, and that a consumer's willingness to eat rare hamburgers depends on the particular type of emotion evoked. These findings indicate that emotions play an important role in a consumer's likelihood of eating risky food, and should be considered when developing food safety strategies.

Consumer preferences, internal color and reduction of shigatoxigenic Escherichia coli in cooked hamburgers.

The aim of this study was to relate consumer preferences and preparation of hamburgers to color change, internal temperature and reduction of shigatoxigenic Escherichia coli (STEC) serogroups O157 and the "Big Six" (O26, O45, O103, O111, O121, O145) under two ground beef packaging scenarios: 75% O2 MAP and vacuum. 75% O2 MAP hamburgers cooked to 60 °C core temperature appeared done and showed less internal red color (lower a*) than corresponding vacuum hamburgers. Similar STEC reduction (<4 log10) was found for both hamburgers at core temperatures ≤ 66 °C. In a representative survey (N=1046) most consumers reported to judge hamburger doneness by the color and many preferred undercooked hamburgers. Premature browning of 75% O2 MAP hamburgers represents a risk of foodborne illness, when considering consumers' food handling practices. The risk is even greater if such ground beef is prepared by consumers who prefer undercooked hamburgers and judge doneness by color.

Systems of attitudes towards production in the pork industry. A cross-national study.

Existing research on public attitudes towards agricultural production systems is largely descriptive, abstracting from the processes through which members of the general public generate their evaluations of such systems. The present paper adopts a systems perspective on such evaluations, understanding them as embedded into a wider attitude system that consists of attitudes towards objects of different abstraction levels, ranging from personal value orientations over general socio-political attitudes to evaluations of specific characteristics of agricultural production systems. It is assumed that evaluative affect propagates through the system in such a way that the system becomes evaluatively consistent and operates as a schema for the generation of evaluative judgments. In the empirical part of the paper, the causal structure of an attitude system from which people derive their evaluations of pork production systems was modelled. The analysis was based on data from a cross-national survey involving 1931 participants from Belgium, Denmark, Germany and Poland. The survey questionnaire contained measures of personal value orientations and attitudes towards environment and nature, industrial food production, food and the environment, technological progress, animal welfare, local employment and local economy. In addition, the survey included a conjoint task by which participants' evaluations of the importance of production system attributes were measured. The data were analysed by means of causal search algorithms and structural equation models. The results suggest that evaluative judgments of the importance of pork production system attributes are generated in a schematic manner, driven by personal value orientations. The effect of personal value orientations was strong and largely unmediated by attitudes of an intermediate level of generality, suggesting that the dependent variables in the particular attitude system that was modelled here can be understood as value judgments in a literal sense.

Consumers liking of private labels. An evaluation of intrinsic and extrinsic orange juice cues.

The objective of this article is to compare product quality and brand choice for private labels (PL) and national brands (NB). Over the past two decades, PL have gained larger and larger share of grocery sales, and nowadays PL play a crucial part in the European food retail sector. Since it is stated that most PL have moved on from being mostly low cost me-too products to become also premium products, we want to investigate if objective and perceived quality of PL fits the quality of NB. Four hypotheses are stated and tested on orange juice data from Norway. A trained sensory panel and consumers (n=105) evaluated six juice samples that vary according to three factors. These factors were (1) Brand (PL and NB), (2) Treatment (Gentle heat treatment and Pasteurized) and (3) Pulp (with and without). Principal component analysis, two-way ANOVA, and PLS regression were conducted, and the results indicate that variation in quality exists both among PL and NB, there is a large discrepancy between blind liking and brand choice, and that consumers with a positive attitude towards PL are more likely to choose a PL instead of a NB.

Predicting consumers' intention to consume ready-to-eat meals. The role of moral attitude.

This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples' intention to consume ready meals in all the three countries tested, and the explained variance (R²) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.

Consumer perception of the use of high-pressure processing and pulsed electric field technologies in food production.

The success of new food processing technologies is highly dependent on consumers' acceptance. The purpose of this paper is to study consumers' perceptions of two new processing technologies and food products produced by means of these novel technologies. To accomplish this, a qualitative study on consumer attitudes towards high-pressure processing (HPP) and pulsed electric field (PEF) processing of food was carried out. In all 97 adults between 20 and 71 years of age participated in 12 focus groups conducted in Slovenia, Hungary, Serbia, Slovakia, Norway and Denmark using a common guideline. Participants were introduced to the HPP and PEF technologies and then to the effect of the two new technologies on two specific product categories: juice and baby food. The transcribed data was content analysed and the coded data was transformed into diagrams using UCINET 5 and NETDRAW. The results show that consumers perceived the main advantages of HPP and PEF products to be the products' naturalness, improved taste and their high nutritional value, whereas the main disadvantage was the lack of information about the PEF and HPP products. The results of the participants' evaluation of the PEF and HPP processes showed that environmental friendliness and the more natural products were seen as the main advantages, while they were concerned about body and health, the higher price of the products, the lack of information about the technologies and a general scepticism. The study also shows that North European participants were a bit more sceptical towards PEF and HPP products than the East European participants.