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| Dealing with Consumer Uncertainty. Public Relations in the Food Sector | Buy a book...
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| Author(s): | K. Bergmann |
| Publisher: | Springer |
| ISBN: | 3540425292 |
| Format: | hardback |
| 217pp | |
| Price: | £35.00, $54.95, €49.95 |
| Review Date: | 19 March 2002 |
| Review: | This book, translated from German, tackles the problem of food-related consumer uncertainty. This uncertainty is seen to occur over new food products, processed food and food scares, such as BSE. The author looks at what makes consumers uncertain and how they alter their eating behaviour in response to this uncertainty. He explains the connection between the uncertainty over the health risks of processed foods and the behaviour of consumers in the face of such risks. Based on a consumer survey, the book shows how consumers perceive the publicity put out by the food industry and asks what information they actually require. Practical applications are drawn from these findings: target groups for public relations exercises and company policies on the content of information provided are suggested. |