Cognitive Dissonance under Food-Borne Risk:
A Lab Experiment

CAO Ying, David R. Just

Applied Economics and Management Cornell University

Abstract
An experiment is conducted to identify cognitive dissonance and the subsequent response in people’s eating behaviors under food-borne risk. Results show that the existence of cognitive dissonance depends on the familiarity with the food. With common food (beef sausage), participants tend to bid for a higher price, report lower risk assessment and neglect further risk information regarding the food they eat, suggesting cognitive dissonance and confirmation bias. In contrast, with less familiar food (smoked salmon), participants are sensitive and cautious enough to overcome cognitive dissonance. However, when exposed to risk information, subjects still tend to over justify their eating behavior by reporting even higher willingness to pay (WTP). In summary, the effectiveness of public information depends on people’s initial knowledge and perception.

Key Words: Cognitive Dissonance, Confirmation Bias, Self-compliance, Justification