COMPARING ALTERNATIVE QUESTION FORMS FOR ASSESSING CONSUMER CONCERNS

Studies of consumer concerns frequently ask ''how concerned are you ab out...?'' This question form assumes both concern and knowledge about the issue. Using split-sample experiments, this study examined the eff ects of alternative question forms utilizing initial filter questions to deal with these two problems. The questions dealing with Salmonella and Listeria bacteria were administered to a national sample of adult women and men. The alternative forms produced lower percentages of '' very concerned'' responses and higher percentages of ''unaware'' respo nses. The use of the awareness filter form was found to improve correl ations between expressed concern and information use behaviors.