The effects of information about health hazards in food on consumers' choice process

Amir Heiman*, Oded Lowengart

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


This study examines the effects of context (health hazard), direction (positive versus negative) and intensity of information about health hazards on consumers' choice processes. We propose that choice of frequently purchased food commodities, ceteris paribus, is based on a single dimensiontaste. We develop a set of hypotheses regarding the type of choice process to be employed in various information types and empirically test them in a field experiment design. Our results indicate that a single-dimension choice process is employed under a nonsevere message and a multidimensional process under high-intensity negative information.

Original languageAmerican English
Pages (from-to)140-147
Number of pages8
JournalJournal of Econometrics
Issue number1
StatePublished - May 2011

Bibliographical note

Funding Information:
This research was supported by the Israeli Poultry Growers Board, the Davidson Center for Agribusiness , and the Center for Research in Agricultural Economics are gratefully acknowledged. We wish to thank Shai Danziger, Moshe Givon, David R. Just, Chezy Ofir, and Yacov Tsur for helpful comments.


  • Choice process
  • D81-Criterion for decision making under uncertainty
  • Health hazards
  • Negative information


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