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update:Sep 3, 2008
Effects of AI news on consumer purchasing
To better understand how information about potential
health hazards influences food demand, the USDA's ERS has published a case study
that examines consumers' responses to newspaper articles on
AI.
The focus is on the response to bird flu information in Italy as news about
highly pathogenic H5N1 avian influenza (HPAI H5N1) unfolded in the period
October 2004 through October 2006, beginning after reports of the first
outbreaks in Southeast Asia, and extending beyond the point at which outbreaks
were reported in Western Europe.
Estimated poultry demand, as influenced by the volume of newspaper reports
on bird flu, reveals the magnitude and duration of newspaper articles' impacts
on consumers' food choices. Larger numbers of bird flu news reports led to
larger reductions in poultry purchases. Most impacts were of limited duration,
and all began to diminish within 5 weeks.
Editor WorldPoultry
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