"Cognitive Route Model of perception of food risk"
Staff and funding
Principal investigatos: Prof Alistair Sutcliffe (Now at UMIST)
Research staff: Fergus Bolger, David Hardman
CROM was a MAFF (Ministry of Agriculture, Fisheries and Food) sponsored project in collaboration with Dept of Psychology, City University which researched cognitive models for food risk related decision making from 1995-1998. Key research directions were developing a cognitive model of people's assessment of food-related risks, investigating people's risk assessment behaviour, and validating the cognitive model's predictions by experimental study of peoples' judgement and attitudes to food safety and how different types of evidence effected their judgement.
The research developed a novel dual processing route model of judgement and carried out experiments, empirical studies and surveys of peoples' food choices and risk awareness. Key research results were:
- A theory of risk related judgement applied to choice of food;
- A computational model of the theory than supports scenario analysis of predictions with different risks, user populations, and food products;
- Experimental analysis of food choice in different risk scenarios;
- Empirical studies of human reasoning during food choice and memory of food choice attitudes and strategies;
- Questionnaire survey of food choice and risk awareness;
Results from this research have been published and the computational model of the theory as a decision support tool is available from City University as well as the corpus of reasoning protocols. For further information contact Alistair Sutcliffe.