TABLE 4.

Sentiment drivers: attributes

Search	Positive	%	Negative	%
General flour	n = 166,469		n = 40,805
	Great	24	Too thick	18
	Fresh	12	Too runny	18
	Easy	7	Recall	10
	Great British Baking Show	6	Not work	4
	Awesome baking	5	Expensive	4
	Great British Bake Off	4	Fail	3
	Make	4	Dip shit	3
Flour-related illness	n = 1,173		n = 8,899
	Kill bacterium	43	Recall	38
	Worth risk	8	Afraid of get Salmonella	14
	Safe to eat	5	Contaminate with bacterium	7
	Pillsbury Best Bread Flour	4	Bacterium	7
	Treated flour	4	Contaminate with E. coli	4
	Pasteurized egg	4	Carry risk of bacterium	4
	Worth Salmonella	4	Salmonella	3