Dealing with Consumer Uncertainty

The main aim of this book is the empirical explanation of the connection between the uncertainty concerning the health value of industrially produced foodstuffs and the behaviour of consumers in relation to information. It shows how consumers currently perceive the publicity activities of the food industry and what their needs are as far as information is concerned. The practical consequences derived from the empirical results are comprehensibly described.

Bergmann, Karin
Dealing with Consumer Uncertainty
Pubic Relations in the Food Sector
Springer-Verlag, Berlin/Heidelberg/New York 2002
213 Seiten
ISBN 3-54042-529-8