University of Missouri - Columbia
The primary objective of this project is to develop and test a survey instrument that can be administered to a wide sample of American consumers immediately following a catastrophic foodborne event. The survey will achieve the following: a) provide an accurate portrayal of how people respond to the crises, what type of information they find useful, and where they seek their information, and b) provide rapid and useful feedback regarding any failings in the crisis communication response. Using the theory of planned behavior and a review of existing instruments, a survey instrument was developed. The instrument was tested following the Virginia Tech shooting crisis in the spring of 2007. The results are currently being analyzed. This instrument will measure the communication needs of the consumers immediately after a foodborne event occurs. The results will also allow for rapid adjustment in communication strategies as the event evolves.