Enhancing ethnic food acceptance and reducing perceived risk: The effects of personality traits, cultural familiarity, and menu framing

An overview of the South Korean edible insect food industry: challenges and future pricing/promotion strategies

“…Additionally, when promoting edible insects, marketers should address their target customers' personality traits in determining where to distribute their products. Prior studies have identified that personality traits influence how consumers react to unfamiliar food (Rozin & Vollmecke ; Chen ; Jang & Kim ). Neophobia has been shown to have a negative impact on the willingness of consumers to try novel or unfamiliar foods.…”

“…Therefore, consumers with high levels of neophobia may resist insect‐based products and foods. On the other hand, food neophilia increases the likelihood of consuming a variety of foods (Rozin & Vollmecke ; Chen ; Jang & Kim ). People who have high neophilic traits tend to enjoy trying new and innovative foods.…”

“…However, regardless of the distinct personality traits of individual consumers, acceptance of insect‐based food remains one of the major challenges for marketers. In order to increase the acceptance of insect‐based food, improving familiarity of the food by repeated exposure is critical (Pliner & Salvy ; Jang & Kim ). According to Jang and Kim (), consumers' cultural familiarity is shown to have a significant effect on their acceptance of novel foods (Jang & Kim ).…”

“…A study conducted by Jang and Kim () found that providing both descriptive information and pictures can reduce the risk perception of neophobic consumers. Another study demonstrated that detailed information about the product can positively affect customers' value perception (Shoemaker et al ).…”

Role of food neophilia in food market tourists’ motivational construct: The case of La Boqueria in Barcelona, Spain

“…Based on Plog's typology, Ross (1994) suggests that allocentrics are naturally neophilic ('love new/novel' phenomena). Jang and Kim's (2015) research respectively argued a growing demand for ethnic restaurants and ethnic food markets in the US. In the study by Mak et al (2013) one third of the participants expressed the desire to try food that could not be easily found in their home countries.…”