How now, mad‐cow? Consumer confidence and source credibility during the 1996 BSE scare

Explores the impact on consumer attitudes of the zenith of the bovine spongiform encephalopathy (BSE) scare of 20/21 March 1996. Considers implications for consumer behaviour and marketing communications for the meat industry through exposition of a uniquely timed consumer survey. An initial survey of meat consumers’ attitudes, ethics and habits in Central Scotland was ongoing just prior to the March 1996 media coverage. Following the Government’s announcement of a link between BSE and Creutzfeldt‐Jakob disease (CJD) an opportunistic follow‐up survey was conducted immediately. In all 50 of the original sample were traced and re‐surveyed within three days. Suggests that the scare had reduced levels of trust in information sources, and the faith expressed in products and control measures was ambivalent. Considers marketing and communication implications and scenarios.