ABSTRACT
Evidence is reviewed from surveys and market studies about the degree of consumer acceptance of food irradiation and it is found that of the studies that provided information about irradiation, almost all provide only favorable information. Results are then presented from two studies that focus on the role of negative information provided by anti-irradiation advocates-one that shows the potentially dominant effect of negative information, and another that suggests that the anti-irradiation message can be effectively countered. Finally, it is discussed how high-involvement consumer decisions about issues such as purchasing irradiated foods are influenced by interactions with family and other social groups and by the viewpoints of opinion leaders. The decision to purchase irradiated food is a socially-constructed decision, and it is concluded that accurate assessment of public reaction to controversial food technologies requires an interdisciplinary effort.
