Food Protection Trends - July/August 2019 - 319

Optimistic bias is the tendency for people to believe
that they are less likely to experience negative events
than others and more likely to experience positive ones
(14, 23). Optimistic bias has been found in relation to
matters such as the risks associated with smoking (1, 24),
traffic accidents (9) and cancer (12). In relation to food
recalls, consumers are more likely to believe that they are
not at risk of serious foodborne illness, although others
are (25). In addition, foodborne illness may be mild
enough to be misdiagnosed and attributed to a different
underlying cause (10). Further, consumers who have
not been affected by recalls may not fully appreciate the
seriousness of foodborne illness (25). These contributing
factors enable consumers to consider such messages as
being aimed at others (17). Understanding optimistic bias
in relation to foodborne illness is important in order to
frame communication efforts around recalls and reduce the
likelihood that consumers will ignore recall information.
Consumer behavior is dictated by risk assessment of the
disadvantages of a particular action against its perceived
benefits. In the case of food recalls, this assessment is largely
based on consumer perceptions of the food safety system
and the overall food industry (6). In general, consumers who
have high confidence in the current system are less likely to
pay attention to food recall information and less likely to
take action in the event of a food recall, as they are less likely
to believe that any negative consequences will occur as a
result (13). This suggests that the method and frequency of
communication of risks associated with food recalls with the
public is a key aspect in combating recall fatigue. Previous

research indicates that consumers typically do not retain
messaging until the risk of foodborne illness reaches crisis
levels (15). This implies that combating recall fatigue involves
risk communication strategies associated with foodborne
illness in non-crisis periods.
Over one hundred food recalls are issued every year in
Canada (5). Of these, only a subset receives substantial
media attention. Consumers notified of food recalls must
decide on appropriate safety precautions, such as locating the
affected product, changing preparation and food-handling
standards within the home or seeking medical attention for
misdiagnosed foodborne illness. Media messaging influences
these decisions, as well as consumer attitudes towards food
safety, confidence in the current food supply chain and,
possibly, associated optimistic bias (Fig. 2).
MATERIALS AND METHODS
The focus of this study was a quantitative analysis of
primary data obtained from an internet-based survey of
Canadian adults. Ethical approval to conduct the survey
was granted by Dalhousie University's Research Ethics
Board in accordance with the policy on the ethical conduct
of research involving humans. To be included, participants
had to be age 18 or over and to have lived in Canada for
at least two years. The purpose of this exploratory study
was to determine the presence of recall fatigue. Therefore,
consumers were not probed to respond to questions about
recall information in general and/or a recall of a specific
food type they have purchased. As a result, the research
does not claim to conclude whether the participants actively

Figure 2. Conceptual Framework

July/August Food Protection Trends

319
Food Protection Trends - July/August 2019

Table of Contents for the Digital Edition of Food Protection Trends - July/August 2019
