Sales Loss Determination in Food Contamination Incidents: An Application to Milk Bans in Hawaii
提出一种估算食品污染事件后销售损失的方法，以1982年夏威夷牛奶中七氯污染为例，发现媒体报道显著影响牛奶购买，且负面报道影响大于正面报道，暗示生产者和政府的安全声明可能难以恢复消费者信心。
Abstract This article presents a procedure for estimating sales loss following a food contamination incident with application to the case of heptachlor contamination of fresh fluid milk in Oahu, Hawaii, in 1982. A major finding is that media coverage following the incident had a significant impact on milk purchases and that negative coverage had a larger effect than positive coverage. This conclusion implies that public statements by producers or government to assure the public of safe food supplies may be ineffective in restoring consumer confidence following the discovery of a food safety problem.