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Implicit and Explicit Risk Perception, Affect, and Trust: An Investigation of Food Traffic Lights. Tony McCarthy, Calvin Burns, & Matthew Revie. Risk, Perception, and Response Conference. Harvard Center for Risk Analysis. 20th-21st

  1. Implicit and Explicit Risk Perception, Affect, and Trust: An Investigation of Food “Traffic Lights”. Tony McCarthy, Calvin Burns, & Matthew Revie. Risk, Perception, and Response Conference. Harvard Center for Risk Analysis. 20th-21st March 2014.

  2. The slides include some animations / transitions (“Normal” presentation mode only) View in “Notes Page” presentation view to see the text summaries that accompany each slide

  5. Time constraints

  6. Complex nutrition labels

  7. Food “traffic lights”

  8. Food “traffic lights”

  9. Study conditions Group 1 Group 2 Participants viewed images Participants viewed images WITHOUT “traffic lights” WITH “traffic lights”

  10. Explicit measures (survey) HIGH RISK | | | | | | | | | | LOW RISK Mackerel WITH “traffic lights” Carbonara WITH “traffic lights” rated significantly HIGHER RISK rated significantly HIGHER RISK

  11. Implicit measures (priming task) HIGH RISK | | | | | | | | | | LOW RISK Mackerel WITH “traffic lights” scored significantly HIGHER RISK in priming task

  12. Risk / Affect correlations Explicit measure Implicit measure (survey) (priming task) WITH Moderate to Strong Low to Moderate “traffic lights” (rho = -.596) (rho = -.257) WITHOUT Low to Moderate No Correlation “traffic lights” (rho = -.275) (rho = .078) All significant correlations show that HIGH RISK is associated with NEGATIVE AFFECT , and LOW RISK is associated with POSITIVE AFFECT .

  13. Conference Aim A Risk Information vs. Benefit Information

  14. Conference Aim B Affect Heuristic Trust and Risk Perception Sample and Population

  15. Conference Aim C Miscommunication is Evident Government Policy for Food “Traffic Lights”

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