This study examines the value of reducing foodborne risk. Research on the valuation of health risk has been dominated by the study of mortality risk. Foodborne risk is, however, in most cases non-fatal and this study therefore focuses on individuals' preferences for reducing morbidity risk...

Assessing the welfare impact of consumer health advisories is a thorny task. Recently, Shimshack and Ward (2010) studied how U.S. households responded to FDA’s 2001 mercury-in-fish advisory. They found that the average at-risk household reduced fish consumption by about 24%, resulting in...