Spillover effects of food recalls: A milk recall scenario experiment in China

ARTICLE OPEN Spillover effects of food recalls: A milk recall scenario experiment in China Na Hao 1 , Yi Zhang 1 , Qiujie Zheng 2,3 ✉ and Michael Wetzstein 4,5 Food recall is a major ingredient in food safety with existing literature focusing mainly on its direct impacts. Few studies focus on possible spillover effects. It is hypothesized that food recalls have a spillover effect on the recalled brand and purchase channel. As a test of this hypothesis, a 2-purchase channel by 3-recall strategy...