Vicarious vs. Experiential Information in the Consumer’s Construal Level on Imported Food Safety Risk Perception (2024)

This study explores how South Korean consumers' perceptions of food safety risks for imported food differ based on information sources, using Construal Level Theory (CLT). The findings show that indirect, vicarious sources (e.g., social media) elevate perceived risks more than direct experiences, with consumers who visited China reporting lower risk perceptions for Chinese food imports. The study contributes to understanding how psychological distance impacts consumer attitudes towards imported food safety.

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