Testing a new communication about food risk and benefit developed using the 5-Step Mental Models approach

The 5-step Mental Models Approach to Risk Communication (MMARC) argues that, ‘society should no more release an unproven communication on people than an unproven drug’ (Morgan et al., 2002). We present results of the final... [ view full abstract ]

The 5-step Mental Models Approach to Risk Communication (MMARC) argues that, ‘society should no more release an unproven communication on people than an unproven drug’ (Morgan et al., 2002). We present results of the final steps in the development of a novel, written communication about the risks and benefits to human health from eating shellfish, specifically mussels. Steps 1-3, the capturing of stakeholder and lay mental models via interviews, and outcomes of a public survey to identify prevalence of beliefs, were presented at previous SRA-E Conferences. Based on these earlier stages, key misconceptions and uncertainties were addressed in the new communication and it was presented only to the target audience for whom these misconceptions/uncertainties were strongest and intentions weakest i.e. 18-30 years olds on lower incomes. Using a longitudinal online experiment, participants (n = 658) were presented with either the novel communication or one of three existing related written communications (of similar length and from website archives), from the relatively trusted, British Broadcasting Corporation (BBC). Control messages related to: a) Historical mussel carvings (neutral story) b) Advice on preparing mussels (positive story); and c) A shellfish waters pollution incident (negative story).

Results found that the MMARC developed communication was associated with significantly: greater knowledge, less uncertainty, more positive attitudes, and greater intentions to consume mussels in the next 6 months, than any other communication, with one exception. Specifically, intentions were just as positive following the negative pollution story. This may have been because the story was about a successful ‘early warning’ incident which banned harvesting and thus demonstrated effective risk management. All effects were stronger for the sub-group who, prior to the communication, stated that although they had not tried mussels or had only eaten them very rarely, would be willing to do so in theory, highlighting the need to better understand the audience in interpreting results. Structural equation modelling suggested that the effect of uncertainty reduction on intentions was fully mediated via attitudes. Results of a delayed post-test a week later (n = 231), continued to find significantly higher knowledge in the MMARC group, but no difference in attitude and intentions. Thus although knowledge had changed this did not seem to have had a lasting effect on intentions (at least among the subgroup who completed the delayed post-test). Results are discussed in terms of the overall pros and cons of developing a communication using the 5-step MMARC approach.