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The Role of Certainty in Food Safety Risk Communication: Moderation Effect of Trust
CHEN Tong,QING Ping,TU Ming
Huazhong Agricultural University, Wuhan, China

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Abstract  Communication skill and trust are regarded as two important obstacles in food safety risk communication. Prior researches found certainty claim cannot always lead to positive communication effectiveness. Trust plays an important moderation role between this relationship. Through two studies we tested our hypotheses. In study 1, we found that under high expertise-trust condition, the relationship between certainty claim and communication effectiveness shows as an inverted-U shape; under high benevolence-trust condition, certainty claim positively influences communication effectiveness; neither under low expertise-trust or low benevolence-trust conditions, there is no significant relationship between certainty claim and communication effectiveness.
Key wordsfood safety      risk communication      certainty claim      expertise-trust      benevolence-trust     
Received: 26 April 2017     
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