Lessons in Outbreak a Consumer perspective

Lessons in Outbreak a Consumer perspective. Arnout Fischer Consumer risk perceptions is not necessarily the same as an economic weighing of risks and benefits. Consumers tend to be risk averse, tend to estimate catastrophic, unnatural or involuntary risks as larger, while personal lifestyle risks tend to be underestimated. When perceiving risks consumers may include ¿illogical¿ arguments such a fairness (for example demanding lower risks for vulnerable population groups), animal welfare and integrity of nature. Failure to integrate such psychological elements in risk communication by governments may lead to diminished trust, and neglecting the message. In the case of outbreaks, standard risk communication has to be temporarily replaced by crisis communication. While consumers accept mistakes during a crisis situation, they demand transparent, professional and quick assessment and communication that can only follow from thorough pro-active development of communication during a crisis. Crisis follow up should provide additional information to provide context for the information provided during the crisis. Several cases will be discussed to illustrate consumer information needs and wants and how risk management practices have dealt with these. Poultry contamination with Campylobacter will be compared to Salmonella contamination; comparing expert with consumer perspective. The risk management practices in the outbreaks of Foot and Mouth Disease and BSE will be discussed from a consumer perspective.