Food consumers often query or ignore the risk assessments of scientists, the food industry and public bodies. This is widely acknowledged. It has been suggested that this ‘expert-lay discrepancy’ is a relatively straightforward upshot of the fact that lay people lack the knowledge and...

In recent years, in the field of consumer behaviour, a large number of new models and instruments for preference analysis have been proposed. This strand of the literature has developed along two different lines. The first has produced approaches that have a more solid economic basis, but which...