Home|Journals Follow on Twitter| Subscribe to List

Directory for Medical Articles

Open Access

Original Research

J Behav Health. 2016; 5(1): 17-27

Funky Chicken: Temporary Quality Failures Influence Heavy Users the Least

Ying Cao, David Just, Calum Turvey, Brian Wansink.

Food safety is a major concern for retailers, restaurants, consumers and public health. But what happens to reputation and recovery when food becomes tainted? Using notions of overconfidence and self-attribution, this study shows how new and existing consumers react to temporary quality failure and perceived food safety risks. To do this, lunchtime participants were served chicken by a local restaurant that was potentially contaminated. In reality, half of the participants’ chicken had been tainted with fish sauce – a harmless but noxious-smelling ingredient that made the chicken taste somewhat spoiled. Results showed that people decreased consumption when serving themselves the fish-sauce chicken, but would not cease to eat altogether. Interestingly, diners updated their risk perceptions and judgments based on their eating behaviors. The more chicken diners ate, the more favorably they tended to rate the food, suggesting a confirmatory bias. Consumers with previous experience with the restaurant were no better judges of the food probably because of a stronger psychological bias. This study offers an important explanation for why consumers are less responsive to public food safety information than some experts believe is appropriate.

Key words: Cognitive dissonance; confirmatory bias; self-compliance; justification; food safety

Share this Article

American Journal of Diagnostic Imaging


BiblioMed Home
Follow ScopeMed on Twitter
Author Tools
eJPort Journal Hosting
About BiblioMed
License Information
Terms & Conditions
Privacy Policy
Contact Us

The articles in Bibliomed are open access articles licensed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (https://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
ScopeMed is a Database Service for Scientific Publications. Copyright © ScopeMed® Information Services.