Washington, DC — The FDA will gauge consumers’ emotional and cognitive reactions to food recalls in an upcoming survey to design more effective messages, according to the agency.

Existing agency data shows that many consumers do not take appropriate preventative actions during foodborne illness outbreaks and product recalls. Research shows emotions play a significant role in decision-making and people might not be aware of how this affects behavior, according to the FDA.

The proposed online poll will assess consumers’ reactions to food recalls during the past five years. The information will be used to gauge how these recollections affect their perceptions of food recalls and their inclination to adhere to recommended recall behaviors.

Until August 17, the FDA is requesting public comment on the planned survey.