ABSTRACT
Raw milk. Hand washing. Breastfeeding. What do all these things have in common? Public health officials grappled with the idea of why health care interventions do not work. Behavioral and social science studies are seen as key to the success of public health initiatives (Hayden, 2011). This is because risk perception towards food consumption and food-related hazards are complex. Risks may be associated with both acute and long-term consequences, some of which may have serious effects.
