About the Authors

Fiona M. Begen

fiona.m.begen@bath.edu

Affiliation Department of Psychology, University of Bath, Bath, United Kingdom

Julie Barnett

Affiliation Department of Psychology, University of Bath, Bath, United Kingdom

Ros Payne

Affiliation Creative Research Ltd, Bishops Castle, United Kingdom

Debbie Roy

Affiliation Department of Psychology, University of Bath, Bath, United Kingdom

M. Hazel Gowland

Affiliation Allergy Action, St. Albans, United Kingdom

Jane S. Lucas

Affiliation Clinical and Experimental Sciences, Faculty of Medicine, University of Southampton, Southampton, United Kingdom

Competing Interests

FMB, JB, DR, MHG & JSL declare no competing interests. RP is director of Creative Research, a research consultancy funded by the FSA through subcontract to collect the interview data. This commercial affiliation does not alter the authors' adherence to PLOS ONE policies on sharing data and materials.

Author Contributions

Conceived and designed the experiments: JB MHG JSL. Performed the experiments: JB RP DR FMB. Analyzed the data: FMB JB. Wrote the paper: FMB JB. Provided advice as an allergic consumer to the project throughout: MHG. Provided clinical expertise as an allergist to the project throughout: JSL. Contributed to reviewing and commenting on early drafts of the paper: MHG JSL RP DR. Conceived and designed the project: JB MHG JSL. Collected the data: RP JB DR. Analyzed the data: FMB JB. Wrote the paper: FMB JB. Approved the manuscript for submission: FMB JB RP DR MHG JSL. Agree to be accountable for all aspects of the work in ensuring that questions related to the accuracy or integrity of any part of the work are appropriately investigated and resolved: FMB JB RP DR MHG JSL.