Outrage effects on food risk perception as moderated by risk attitude

Abstract

For a deeper understanding of the dynamics of food risk perception, we examined the role of perceived outrage factors in guiding risk perception. Their interactions with risk attitude and media use were investigated as well. A nationwide survey (N = 1000) was conducted on five outrage factors (familiarity, trust, catastrophic potential, effects on children, and dread) with respect to four types of food risk (Benzopyrene in noodle soup, Norovirus in school cafeteria food, Misuse of plastic coffee bags, and Salmonella in infant food) in South Korea. The results confirmed that perceived outrage factors were overall positively associated with risk perception. Trust, catastrophic potential, and dread were associated with heightened risk perception regarding all of the four types of food risk. Familiarity and effect on children were also connected to a higher risk perception in two out of the four types of food risk. In addition, these outrage effects were partially moderated by risk attitude. Risk aversion attitudes weakened the association between perceived outrage factors (trust and catastrophic potential) and risk perception in three out of the four types of risk. The implication of the main outrage effect and its interaction with risk attitude was discussed in light of risk management.