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A clear understanding of consumers’ perception and attitude toward food risk and their behavior to food recall is important in order to develop an effective crisis management program at the firm level as well as at the government level. This study will develop food risk profiles of US consumers based on their perceived food safety risk and attitude toward food safety. The role of media usage in shaping the risk profile will be examined. The preliminary results suggest that the risk profiles of households were shaped by media usage. While the “accountables” were more likely to search internet or get news from internet, the “conservatives” usually watched news on local TV.


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