False Beliefs about Contracting Avian (Bird) Flu from Processed Poultry Products

Abstract

Avian influenza (bird flu) occurs sporadically in American poultry flocks, decimating these flocks and causing substantial economic losses. Avian influenza also impacts the beliefs of food handlers and preparers in the home (home cooks). Although those who properly handle and prepare processed poultry products cannot succumb to avian influenza, there is a widespread belief that one can contract the bird flu from these foods. Beliefs about getting avian influenza from poultry products and intentions to avoid consuming poultry products are the focus of this study of 285 home cooks. False beliefs about getting avian influenza from handling, preparing, and consuming poultry products are apparent in this sample. Correlational analysis also shows that those holding the false beliefs intend to act upon those beliefs by planning not to consume poultry products. Moreover, the false beliefs about contracting avian influenza from poultry products are correlated with a bias to see oneself as less likely to produce food that contains foodborne diseases. These findings are consistent with, and contribute to, the research literatures on belief formation and change, behavioral intentions, and with research showing how guilt by association thought processes underlie false beliefs related to food safety. This research has important implications for poultry and other food processing industries, and for campaigns to persuade the public about real and imaginary risks associated with particular food products.