Consumer versus Expert Hazard Identification: A Mental Models Study of Mutation-bred Rice

Kit Hagemann and Joachim Scholderer ()

Journal of Risk Research, 2007, vol. 10, issue 4, 449-464

Abstract: Novel foods have been the object of intense public debate in recent years. Despite efforts to communicate the outcomes of risk assessments to consumers, public confidence in the management of potential risks has been low. Various reasons behind this have been identified, chiefly a disagreement between technical experts and consumers over the nature of the hazards on which risk assessments should focus, and perceptions of insufficient openness about uncertainties in risk assessment. Whilst previous research has almost exclusively focused on genetically modified foods, the present paper investigates plant varieties developed by means of mutation breeding, a less-debated class of novel foods. Two studies were conducted that investigated the mental models of experts and laypeople. The results revealed that the mental models of both groups differed in terms of scope, depth and the role of uncertainty. Furthermore, a number of misconceptions became apparent in the study of laypeople's mental models, often related to the regulatory system governing risk assessments of novel foods. Critical issue are outlined and communication needs are discussed.

Date: 2007
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DOI: 10.1080/13669870701417819

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