Investigating heterogeneity in food risk perceptions using best-worst scaling

MILLMAN, Caroline, RIGBY, Dan and JONES, Davey L (2020). Investigating heterogeneity in food risk perceptions using best-worst scaling. Journal of Risk Research.

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    The psychometric paradigm has dominated the field of empirical work analysing risk perceptions. In this paper, we use an alternative method, Best-Worst Scaling (BWS), to elicit relative risk perceptions concerning potentially unsafe domestic food behaviours. We analyse heterogeneity in those risk perceptions via estimation of latent class models. We identify 6 latent segments of differing risk perception profiles with the probability of membership of those segments differing between experts and the lay public. The BWS method provides a practical approach to assessing relative risks as the choices made by the participants and subsequent analysis have a strong theoretical basis. It does so without the influence of scale bias, the cognitive burden of ranking a large number of items or issues of aggregation of data, often associated with the more commonly used psychometric paradigm. We contend that BWS, in conjunction with latent class modelling, provides a powerful method for eliciting risk rankings and identifying differences in these rankings in the population.

    Item Type: Article
    Uncontrolled Keywords: Risk perception; domestic food safety; Best-Worst Scaling; expert-lay differences; psychometric paradigm; heterogeneity; Strategic, Defence & Security Studies
    Identification Number:
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 14 Dec 2020 13:52
    Last Modified: 17 Mar 2021 19:00

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