Evaluating the Effects of a Message on Attitude and Intention To Eat Raw Meat: Salmonellosis Prevention

Salmonellosis is one of the most common foodborne human diseases. The risk of infection can be reduced by communication campaigns. The aim of this study was to demonstrate the efficacy of a food safety message that underlines that eating well-cooked meat is an effective strategy for preventing salmonellosis. The target audience was young adults (university students). They were presented with one of two messages, a prevention message or a control message. The prevention message proved to be very effective. First, it changed the attitude toward raw or rare meat, which after having read the prevention message was evaluated less positively and more negatively. Second, intentions to eat raw or rare meat were weaker in those who read the prevention message compared with those who read the control message. Third, after the message, participants in the experimental condition, but not in the control condition, associated the self-image more with well-done meat than with raw or rare meat. Copyright ©, International Association for Food Protection.

Salmonellosis is one of the most common foodborne human diseases. The risk of infection can be reduced by communication campaigns. The aim of this study was to demonstrate the efficacy of a food safety message that underlines that eating well-cooked meat is an effective strategy for preventing salmonellosis. The target audience was young adults (university students). They were presented with one of two messages, a prevention message or a control message. The prevention message proved to be very effective. First, it changed the attitude toward raw or rare meat, which after having read the prevention message was evaluated less positively and more negatively. Second, intentions to eat raw or rare meat were weaker in those who read the prevention message compared with those who read the control message. Third, after the message, participants in the experimental condition, but not in the control condition, associated the self-image more with well-done meat than with raw or rare meat.