Food Protection Trends - January/February 2018 - 35

TABLE 2. Components of the milk and dairy products consumption mental model by
residence and milk preference

Variable

Personal Control,
Self-protectiona

Personal Control,
Personal choiceb

Urban residence (n, % within variable)

Rural residence (n, % within variable)

Pasteurized milk
preference

Unpasteurized
milk preference

Pasteurized milk
preference

Unpasteurized
milk preference

Strongly disagree

4 (5.1)

3 (1.6)

3 (5.6)

2 (1.8)

Disagree

23 (29.5)

35 (18.3)

17 (31.5)

41 (36.9)

Neutral

23 (29.5)

43 (22.5)

12 (22.2)

27 (24.3)

Agree

21 (26.9)

63 (33.0)

18 (33.3)

29 (26.1)

Strongly agree

7 (9.0)

47 (24.6)

4 (7.4)

12 (10.8)

Strongly disagree

1 (1.3)

7 (3.6)

0 (0)

3 (2.7)

Disagree

3 (3.9)

23 (12.0)

10 (18.2)

40 (36.0)

Neutral

10 (12.8)

9 (4.7)

9 (16.4)

12 (10.8)

Agree

36 (46.2)

60 (31.3)

16 (29.1)

19 (17.1)

Strongly agree

28 (35.9)

93 (48.4)

20 (36.4)

37 (33.3)

Response choice

Personal Control, self-protection: Pasteurized P = 0.874, Unpasteurized P = 0.001, Variable P = 0.007; Item text = My body's
immune system will protect me from foodborne illness caused by milk or dairy products
b
Personal Control, personal choice: Pasteurized P = 0.038, Unpasteurized P < 0.001, Variable P < 0.001; Item text = I have a
choice about whether I drink unpasteurized milk
a

Similar beliefs were found for urban consumers for the variable Institutional Trust (P < 0.001), showing greater trust in
government efforts to protect human health in general, and
specifically from hazards associated with the type of dairy
products consumed.
Affect (Table 3)
The variable Affect differed by both residence (P <
0.001) and milk product consumption group (P = 0.028).
Urban residents more strongly agreed that they felt Affect
(worry/anger) about the risks associated with consuming
unpasteurized milk products. The pasteurized milk groups
also more strongly agreed that they felt Affect about the
safety of unpasteurized milk products. There was no statistical interaction.
Informational subjective norms and knowledge
(Table 3)
No differences were found for the variable Informational
Subjective Norms. Information Sufficiency measured the
difference between knowledge and the threshold of knowledge needed to decide about the consumption of milk
products (Fig. 1). First, the respondent's knowledge of milk
and general food safety was measured as Current Knowledge,

and then the perception of their knowledge was measured as
Knowledge Threshold (difference between perceived knowledge and knowledge sufficiency). Rural residents scored
significantly higher on Current Knowledge than did urban
residents (P < 0.001). No other differences were found.
Negative Knowledge Threshold values indicated respondents
scored their perceived information sufficiency higher than
their perceived knowledge. Knowledge Threshold was greater
among rural than among urban residents (P < 0.001) and
among consumers of unpasteurized rather than pasteurized
products (P < 0.001). There was also an interaction
(P = 0.004) between Residence and Milk Preference.
Information channel beliefs (Table 3)
Media Beliefs measured beliefs about the respondent's perception of media bias and sensationalism. Differences were
not found for the main effects, but an interaction was found
(P = 0.020). Respondents in the unpasteurized urban group
and in the pasteurized rural group had similar scores, which
were higher than the scores of the other two groups. Higher
scores on this measure meant that the respondents were less
likely to perceive bias and exaggeration in media. Validity
cues addressed perceptions of believability cues respondents
used to evaluate media sources. No differences were found

January/February Food Protection Trends

35



Table of Contents for the Digital Edition of Food Protection Trends - January/February 2018

Assessing the Usage of Food Thermometers at American University Football Tailgates
An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Beyond the Bio - Joe Frank
PDG Highlight The Dairy Safety & Quality Professional Development Group
General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Industry Products
Coming Events
Food Protection Trends - January/February 2018 - Cover1
Food Protection Trends - January/February 2018 - Cover2
Food Protection Trends - January/February 2018 - 1
Food Protection Trends - January/February 2018 - 2
Food Protection Trends - January/February 2018 - 3
Food Protection Trends - January/February 2018 - 4
Food Protection Trends - January/February 2018 - 5
Food Protection Trends - January/February 2018 - 6
Food Protection Trends - January/February 2018 - 7
Food Protection Trends - January/February 2018 - Assessing the Usage of Food Thermometers at American University Football Tailgates
Food Protection Trends - January/February 2018 - 9
Food Protection Trends - January/February 2018 - 10
Food Protection Trends - January/February 2018 - 11
Food Protection Trends - January/February 2018 - 12
Food Protection Trends - January/February 2018 - 13
Food Protection Trends - January/February 2018 - 14
Food Protection Trends - January/February 2018 - 15
Food Protection Trends - January/February 2018 - 16
Food Protection Trends - January/February 2018 - 17
Food Protection Trends - January/February 2018 - An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Food Protection Trends - January/February 2018 - 19
Food Protection Trends - January/February 2018 - 20
Food Protection Trends - January/February 2018 - 21
Food Protection Trends - January/February 2018 - 22
Food Protection Trends - January/February 2018 - 23
Food Protection Trends - January/February 2018 - 24
Food Protection Trends - January/February 2018 - 25
Food Protection Trends - January/February 2018 - 26
Food Protection Trends - January/February 2018 - Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Food Protection Trends - January/February 2018 - 28
Food Protection Trends - January/February 2018 - 29
Food Protection Trends - January/February 2018 - 30
Food Protection Trends - January/February 2018 - 31
Food Protection Trends - January/February 2018 - 32
Food Protection Trends - January/February 2018 - 33
Food Protection Trends - January/February 2018 - 34
Food Protection Trends - January/February 2018 - 35
Food Protection Trends - January/February 2018 - 36
Food Protection Trends - January/February 2018 - 37
Food Protection Trends - January/February 2018 - 38
Food Protection Trends - January/February 2018 - 39
Food Protection Trends - January/February 2018 - 40
Food Protection Trends - January/February 2018 - 41
Food Protection Trends - January/February 2018 - 42
Food Protection Trends - January/February 2018 - 43
Food Protection Trends - January/February 2018 - 44
Food Protection Trends - January/February 2018 - 45
Food Protection Trends - January/February 2018 - 46
Food Protection Trends - January/February 2018 - 47
Food Protection Trends - January/February 2018 - 48
Food Protection Trends - January/February 2018 - 49
Food Protection Trends - January/February 2018 - 50
Food Protection Trends - January/February 2018 - 51
Food Protection Trends - January/February 2018 - Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Food Protection Trends - January/February 2018 - 53
Food Protection Trends - January/February 2018 - 54
Food Protection Trends - January/February 2018 - 55
Food Protection Trends - January/February 2018 - 56
Food Protection Trends - January/February 2018 - 57
Food Protection Trends - January/February 2018 - 58
Food Protection Trends - January/February 2018 - 59
Food Protection Trends - January/February 2018 - 60
Food Protection Trends - January/February 2018 - 61
Food Protection Trends - January/February 2018 - 62
Food Protection Trends - January/February 2018 - 63
Food Protection Trends - January/February 2018 - 64
Food Protection Trends - January/February 2018 - 65
Food Protection Trends - January/February 2018 - 66
Food Protection Trends - January/February 2018 - 67
Food Protection Trends - January/February 2018 - Beyond the Bio - Joe Frank
Food Protection Trends - January/February 2018 - 69
Food Protection Trends - January/February 2018 - 70
Food Protection Trends - January/February 2018 - PDG Highlight The Dairy Safety & Quality Professional Development Group
Food Protection Trends - January/February 2018 - General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Food Protection Trends - January/February 2018 - 73
Food Protection Trends - January/February 2018 - 74
Food Protection Trends - January/February 2018 - 75
Food Protection Trends - January/February 2018 - 76
Food Protection Trends - January/February 2018 - 77
Food Protection Trends - January/February 2018 - 78
Food Protection Trends - January/February 2018 - 79
Food Protection Trends - January/February 2018 - 80
Food Protection Trends - January/February 2018 - 81
Food Protection Trends - January/February 2018 - Industry Products
Food Protection Trends - January/February 2018 - 83
Food Protection Trends - January/February 2018 - 84
Food Protection Trends - January/February 2018 - 85
Food Protection Trends - January/February 2018 - 86
Food Protection Trends - January/February 2018 - 87
Food Protection Trends - January/February 2018 - Coming Events
Food Protection Trends - January/February 2018 - Cover3
Food Protection Trends - January/February 2018 - Cover4
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