Food Protection Trends - January/February 2018 - 37

TABLE 3. Components of the milk and dairy product consumption mental model by
residence and milk preference (ANOVAa) (cont.)
Residence
Variable

Milk preference

Heuristic information
processing behavior o
(n = 414)
Systematic information
processing behavior p
(n = 416)
Behavioral subjective norm q
(n = 418)
Perceived behavioral control r
(n = 418)
Attitude-Concerns s
(n = 381)
Attitude-Responsibility t
(n = 393)
Attitude-Benefits u
(n = 391)

Urban
(mean ± SEM a)

Rural
(mean ± SEM a)

Pasteurized

12.6 ± 0.43

11.4 ± 0.53

Unpasteurized

13.1 ± 0.27

12.4 ± 0.36

Pasteurized

15.2 ± 0.27

15.0 ± 0.33

Unpasteurized

16.2 ± 0.17

14.8 ± 0.23

Pasteurized

13.9 ± 0.78

12.4 ± 0.94

Unpasteurized

14.4 ± 0.49

11.5 ± 0.65

Pasteurized

8.5 ± 0.18

8.0 ± 0.22

Unpasteurized

8.5 ± 0.11

7.7 ± 0.15

Pasteurized

43.6 ± 4.12

42.5 ± 5.03

Unpasteurized

68.8 ± 2.56

50.4 ± 3.46

Pasteurized

22.9 ± 1.83

15.7 ± 2.20

Unpasteurized

19.3 ± 1.13

10.6 ± 1.52

Pasteurized

5.0 ± 1.19

5.9 ± 1. 48

Unpasteurized

10.4 ± 0.74

8.6 ± 0.98

Probability a
R, P = 0.018
M, P = 0.066
R x M, P = 0.506
R, P = 0.001
M, P = 0.130
R x M, P = 0.021
R, P = 0.003
M, P = 0.798
R x M, P = 0.340
R, P < 0.001
M, P = 0.340
R x M, P = 0.332
R, P = 0.013
M, P < 0.001
R x M, P = 0.027
R, P < 0.001
M, P = 0.011
R x M, P = 0.658
R, P = 0.712
M, P < 0.001
R x M, P = 0.219

ANOVA = univariate analysis of variance; SEM = Standard error of mean; M = milk preference main effect; R = residence main effect;
M x R = milk preference by residence interaction
b
Item texts = (a) It is likely that drinking unpasteurized milk will make you sick; (b) I can become seriously ill from drinking unpasteurized milk;
Score range = 2 - 10; α = 0.819
c
Item texts = (a) Government officials care about the health and safety of people like me; (b) Eventually, science will find a way to solve most
human health problems; (c) The government is doing a competent job of protecting people's health from risks related to the consumption of milk
and dairy products; (d) I trust government to protect me from risks related to the consumption of milk and dairy products; Score range = 4 - 20;
α = 0.928
d
Item texts = (a) I am worried about the risks to my health that would come with the consumption of unpasteur-ized milk, (b) I am angry about
the risks to my health that consuming unpasteurized milk would cause; Score range = 2 - 10; α = 0.863
e
Item texts = My family and friends expect me to stay on top of information about the food safety of milk and dairy products (normative);
I want to stay on top of information about the food safety of milk and dairy products that my family and friends think I should know (motivation);
Score range = 1 - 25
f
Item texts = Current Knowledge item texts shown in Table 4; Score range = 6 - 12; α = 0.737
g
Item text = (Perceived Knowledge) Please rate your knowledge about food safety risks associated with drinking unpasteurized or raw milk. Please
use a scale of zero to 100, where zero means that you know nothing and 100 means that you know everything you could possible know about this
topic. Item text = (Information Sufficiency) Please estimate how much knowledge you need for your own purposes to make decisions about the
food safety risks associated with drinking unpasteurized or raw milk. Using a scale of zero to 100, how much information would be sufficient for
you, that is, good enough for your purposes? Knowledge Threshold = Perceived Knowledge - Information Sufficiency
h
Item texts = (a) The media often exaggerates and sensationalizes the news, (b) News media often represent their own bias and interest;
Score range = 2 - 10; α = 0.777
a

Continued on the next page.
January/February Food Protection Trends

37
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