A Study On Anchoring Effect In Consumers' Risk Perception Of Food-borne Diseases

Food safety risk is a huge problem faced by most countries in the world.Every year,a large number of domestic and foreign consumers face different food safety risks.Whether domestic or international,food-borne diseases have become the number one killer of food safety.Any safety issues in the food supply chain and food consumption links may have the risk of food-borne diseases.However,at present,China does not pay enough attention to food-borne diseases.The government and relevant departments have relatively little information on the risk of food-borne diseases published by the society.The overall perception of the risks of food-borne diseases among Chinese consumers is relatively large.From the perspective of food-borne diseases caused by food safety issues,the prevention of food-borne disease risks and the corresponding management of food safety risks are facing increasingly severe challenges.In order to effectively intervene and guide consumers 'perception of food-borne disease risk,and correct consumers' knowledge and operational behaviors related to food-borne diseases,this article is based on the perspective of food safety risk governance,and uses food-borne disease risk perception As the research object to be carried out,the use of anchoring effect index and analysis of variance is used to study the existence of anchoring effect in food-borne disease risk perception and consumer factors affecting anchoring effect.The research results show that there is a significant anchoring effect in the process of consumer food-borne disease risk perception,and the anchor value,the consumer's gender,cognitive needs,and the degree of understanding of food-borne diseases have a significant impact on the anchoring effect.And personality traits had no significant effect on the anchoring effect.The larger the anchor value,the higher the consumer's valuation of the risk of food-borne diseases;the female consumers are less likely to be affected by the anchoring effect than the male consumers;the higher the consumer's cognitive needs,the more the anchoring effect The smaller the consumer,the higher the consumer's understanding of food-borne disease,and the smaller the anchoring effect.At the same time,respondents in the low-anchor group showed consistently higher anchoring effects than those in the high-anchor group,and their probability estimates were relatively low,and consumers were underestimating the risk of food-borne diseases.This article applies the anchoring effect to the field of food safety risk perception,which not only enriches the research on the influencing factors of consumer food safety risk perception,but also strengthens the risk communication between the government and the public in the future,and promotes consumers to correctly sense the risk of food-borne diseases.It is of great practical significance to improve the current situation of consumers' perception of deviations from food-borne disease risks,improve China's food safety risk communication mechanism,and strengthen the prevention and control of food-borne disease risks.