The 2008 US beef scare episode in South Korea: analysis of an unusual public reaction.

We investigated major factors underlying an unusual 2008 public 'candlelight protest' in South Korea about US beef imports related to concerns about bovine spongiform encephalopathy. Using a survey we explored determinants of consumer responses to negative publicity in mass media. Respondents (80.7 per cent) reduced consumption of imported beef during the scare; of those 62.5 per cent decreased consumption of US beef only. We explain the determinants in order of their importance and define the relevant terms from a theory of consumer behavior in economics. Our findings suggest that several effects worked jointly in their influence on most respondents who reduced beef consumption.