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Food is very closely related to our everyday life and consumers are intolerable to food risk. The impact of media report on food risk perception has been addressed but more elaborated approach on consumers' cognitive process of food risk perception via media is needed. Theoretically guided by accessibility theory, we examined the relationship between consumers' perception of food risk (i.e. food schema), media use, media frame, trust, and policy support. Furthermore, anger was employed as a mediating variable influencing on trust and policy support. Results found that the level of media use had a significant positive effect on trust and policy support. Among the media frames, the government responsibility frame and corporate responsibility frame were shown to be negative predictors for trust and policy support. As for the food schema, checking schema was the most influential negative factor on trust and policy support. Anger was found to exert a negative effect on trust and policy support but this effect decreased if the level of trust was high. In terms of the relationship between media frames and the food schema on anger, most food schema reduced the strong positive effects of the media frame on anger. This means peoples' anger induced by media frames can be diminished by individuals' specific food schema. Both theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

Since the candlelight protest against US beef imports in 2008, Korea has been considered to have entered the risk society. However, little is known about Koreans’ risk perception, much less about how the cultural characteristics influence the risk perception of Koreans. The purpose of the study was to find out the Koreans’ risk structure and to examine the influence of culture on risk perception. Exploratory factor analysis revealed seven risk factors including crimes, economic risks, uncontrollable risks, accidents, environmental risks, natural disasters, and future risks. The mean scores of each risk factors showed that Koreans were more concerned of environmental risks, crimes, and economic risks. Hierarchical regression analyses followed, employing both etic and emic cultural variables. Results found that the emic cultural variables significantly increased the explained variance for ‘social risks’ (crimes, economic risks, uncontrollable risks, and environmental risks). Findings suggested that the unique cultural characteristics of Koreans were closely related to the perception of social risks, that is, the kind of risks that were caused and considered to be managed on a societal level. The study contributes to the understanding of Koreans’ risk perception from cultural perspective. Limitation and future research direction is discussed. [ABSTRACT FROM AUTHOR]