Behavioral adjustment to avian flu in Europe during spring 2006: The roles of knowledge and proximity to risk

► Europeans who knew more about avian flu were less likely to reduce their poultry intake during the avian flu of 2005/2006. ► Having avian flu in one's country or in a bordering country changed the impact of being knowledgeable about H5N1. ► If there are human cases of H5N1 in or bordering one's country, knowledge no longer influences consumption. ► H5N1 in birds or mammals in or bordering one's country has no impact on consumption. ► Reducing partial knowledge about H5N1 prior to and during avian flu outbreaks can help prevent unnecessary behavior change.