Previous studies indicate that many consumers eat rare hamburgers and that information about microbiological hazards related to undercooked meat does not necessarily lead to changed behavior. With this study we aim to investigate whether consumers' willingness to eat hamburgers, both risky and safe, depends on the situation where they are confronted with the food. A representative sample of 1046 Norwegian consumers participated in a web experiment. Participants were randomly divided into four groups. Each group was told to imagine a specific eating situation (at their friend's place, at home, at a restaurant abroad, at a domestic restaurant). Four pictures of hamburgers (rare, medium rare, medium, well-done) were presented in randomized order, and participants rated their intentions to eat each hamburger. Situated risk perception was measured as the stated likelihood of food poisoning from consuming hamburgers in eight different situations. The results show that both risk perception and risk taking vary depending on the situation. In general, participants perceive their own home to be the safest place to consume a hamburger, but they are significantly more likely to consume an undercooked hamburger when at a friend's place. These findings indicate that situations play an important role for consumers' likelihood of eating unsafe food, and that risk taking does not always follow risk perception. That risk taking is elevated in situations that may have social consequences should be taken into consideration when developing food safety strategies.

中文翻译：

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定位食品安全行为

以前的研究表明，许多消费者吃稀有的汉堡包，与未煮熟的肉类有关的微生物危害的信息不一定会导致行为改变。通过这项研究，我们旨在调查消费者是否愿意吃有风险和安全的汉堡包，是否取决于他们面对食物的情况。1046 名挪威消费者的代表性样本参与了网络实验。参与者被随机分为四组。每个小组都被要求想象一个特定的饮食情况（在他们朋友的地方，在家里，在国外的餐馆，在国内的餐馆）。四张汉堡包图片（稀有、中等稀有、中等、熟透）以随机顺序呈现，参与者对他们吃每个汉堡包的意图进行评分。情境风险感知被衡量为在八种不同情况下食用汉堡包导致食物中毒的可能性。结果表明，风险感知和风险承担都因情况而异。一般来说，参与者认为他们自己的家是吃汉堡最安全的地方，但他们在朋友家吃未煮熟的汉堡的可能性要大得多。这些发现表明，情况对消费者食用不安全食品的可能性起着重要作用，并且冒险并不总是遵循风险感知。在制定食品安全战略时，应考虑在可能产生社会后果的情况下增加风险。