Assessing Perceptions of Food Risks 1 Running head: ASSESSING PERCEPTIONS OF FOOD RISKS Extending the Application of the Psychometric Approach for Assessing Public Perceptions of Food Risk: Some Methodological Considerations. Chris Fife-Schaw, Ph.D. 1 Gene Rowe, Ph.D. 2 1 SPERI Dept of Psychology University of Surrey Guildford Surrey UK GU2 5XH Tel. +44-1483-30080 Fax. +44-1483-259435 e-mail: c.fife-schaw@surrey.ac.uk 2 Institute of Food Research Norwich Research Park Colney Norwich UK NR4 7UA Key words: Public perceptions, food risks