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Read e-book online Dealing with consumer uncertainty: Public Relations in the PDF

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By Karin Bergmann

ISBN-10: 3540425292

ISBN-13: 9783540425298

ISBN-10: 3540663487

ISBN-13: 9783540663485

ISBN-10: 3642076386

ISBN-13: 9783642076381

This quantity is the 7th ebook in the framework of the clinical sequence of the Dr. Rainer Wild starting place. the basis used to be inaugurated in 1991 at the initiative of Prof. Rainer Wild and actively promotes a balanced and fit meals inside of our commercial society. an enormous obstacle of the root is to view the subject "Healthy meals" when it comes to a holistic procedure. it's not in basic terms what we consume that's proper to our future health but additionally how, the place, why, and with whom we devour. the present perform of conversation within the dietary financial system usually produces major uncertainty in a wide fraction of the inhabitants. effective and finished exposure by means of marketers at the business creation of foodstuffs wishes a brand new thought for verbal exchange among manufacturers, processors, wholesalers, outlets, and finish clients. with no overgeneralizing, the writer explains what makes the patrons doubtful and which results this uncertainty has for his or her dietary habit. the most goal of this publication is the empirical clarification of the relationship among the uncertainty in regards to the health and wellbeing worth of mass-produced foodstuffs and the habit of shoppers with regards to info. according to a consultant customer survey, the e-book exhibits how shoppers at present understand the exposure actions of the nutrients and what their wishes are so far as info is worried. the sensible results derived from the empirical effects are comprehensibly defined and the practice-oriented ways for entrepreneurial exposure actions are discussed.

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Extra resources for Dealing with consumer uncertainty: Public Relations in the Food Sector

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The answers were both freely provided and provided on the basis of lists. The issues at which the information needs of consumers are directed (as established through empirical research) are negligible - in terms of scientific risk theory - in their fixation on harmful substances or additives. Still, they signal a subjectively perceived gap in information and can be employed in explaining consumer uncertainty. 1994, 73). The DGE Nutrition Report of 1996 points out that a deficit of and need for information is obvious.

With an information policy that pushes acceptance of technology through an infantile approach to the public, distrust grew - and now not even telling the truth helps" (Raglin 1996, 48). ; Oeck11988, 20, 23) or as too passive (reactive) (Anderson 1995,173; Apitz 1987, 61). This is neither in the interest of the consumer nor in the interest of businesses (Malik 1993, 6). According to Avenarius, communication is an open, hardly predictable process. Business activity, on the other hand, principally takes place in a discrete space; thus, businesses prefer to inform both selectively and partially.

Conversely, consumers must be made aware of a possible lack of protection from dangers they themselves perceive to be minor (e. , salmonella in ice cream). This is done by way of information and by appealing to people's sense of responsibility for themselves. Additionally, in situations of varying perception of risks, expert opinions lose value (see Zimmerli 1990, 2; Aebi 1981, 24). ). ). ). 4 Attitude towards Health and Risk Behaviour It is generally agreed upon amongst pollsters that there is an increasing concern about health.

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Dealing with consumer uncertainty: Public Relations in the Food Sector by Karin Bergmann


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