How Much Does It Matter How Sick You Get? Consumers' Responses to Foodborne Disease Outbreaks of Different Severities

by Fred Kuchler

Evidence points to consumers reacting after a 2011 recall of cantaloupe due to listeriosis. Expenditures on cantaloupe were $3.9 million (6-7 percent) lower than normal and cantaloupe purchases were 6.2 million pounds lower over a 4-week period. A year later, when Federal health officials recalled some cantaloupe for Salmonella contamination, consumer response was more muted.

Keywords: comparative risks, demand, <em>Salmonella, Listeria</em>

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