The effect of communication and implicit associations on consuming insects: An experiment in Denmark and Italy

Verneau, Fabio; Barbera, Francesco La; Kolle, Susanne N.; Amato, Mario; Giudice, Teresa Del; Grunert, Klaus G.

doi:10.1016/j.appet.2016.02.006

Cited by 196 publications

(157 citation statements)

References 30 publications

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“…Along with Strack and Deutsch (), we hold that traditional measures of attitude detect individuals' beliefs (i.e., explicit attitude), which indirectly affect their behavior through the intention to perform that behavior (Ajzen, Brown, and Carvajal ), whereas implicit measures detect implicit and automated associations, which are directly linked to behavior (Strack and Deutsch ; Verneau et al in press). Recourse to implicit measures, in addition to traditional ones, has been shown to improve the prediction of behavior (Greenwald et al ; Vantomme et al ).…”

Section: Background On Implicit Associationsmentioning

confidence: 95%

The Role of Implicit Associations in the Hypothetical Bias

Verneau¹,

Giudice²

2016

Journal of Consumer Affairs

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The current paper aims to contribute to the explanation of the so-called\ud hypothetical bias, that is, the different behavior shown by individuals\ud in hypothetical and real scenarios, in stated preference techniques. The\ud factors determining this difference have not been fully investigated, and\ud the lack of clarity about this phenomenon has been widely noted. Therefore,\ud we investigated the extent to which implicit associations—which\ud have not been studied in relation to the hypothetical bias—account for\ud the gap between individuals’ willingness to pay (WTP) in hypothetical\ud and real auctions. From a theoretical point of view, implicit associations\ud could be a crucial factor in differentiating the hypothetical and\ud the real setting, because they should exert their effect only (or almost)\ud in the latter. As expected, results show that implicit associations affect\ud participants’ WTP only in the real auction. Theoretical and practical\ud implications of results are discussed

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Section: Background On Implicit Associationsmentioning

confidence: 95%

The Role of Implicit Associations in the Hypothetical Bias

Verneau¹,

Giudice²

2016

Journal of Consumer Affairs

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“…Recently, many studies have indicated that food neophobia as an individual trait is one of the most important predictors in understanding consumer WTT insects (Hartmann & Siegrist, ; Hartmann, Shi, Giusto, & Siegrist, ; Verbeke, ; Verneau et al, ).…”

Section: Consumer Food Neophobia and Research Hypothesismentioning

confidence: 99%

“…This rejection is often due to socio-psychological rather than logical reasons (DeFoliart, 1999;Myers & Pettigrew, 2018). Pliner and Hobden (1992) developed the food neophobia scale (FNS) which consists of 10-item statements (Table 1) Recently, many studies have indicated that food neophobia as an individual trait is one of the most important predictors in understanding consumer WTT insects (Hartmann, Shi, Giusto, & Siegrist, 2015;Hartmann & Siegrist, 2016;Verbeke, 2015;Verneau et al, 2016).…”

Section: Con Sumer Food Neophob Ia and Re S E Arch Hyp Othe S Ismentioning

confidence: 99%

The food neophobia scale and young adults’ intention to eat insect products

Sogari

Menozzi

Mora

2018

Int J Consumer Studies

125

130

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In the coming years, the new EU Regulation on Novel Food is likely to facilitate the development of a niche market for insects and insect‐based ingredients in many European countries. In this research, the aim is to explore the relationship between willingness to try (WTT) and behavior of eating insects, where the independent variables are food neophobia, sensory property expectations, and previous consumption. In total, 88 Italian participants took part in the study. The food neophobia scale (FNS) was constructed using 9 of the 10 items from the original FNS, and a Structural Equation Modeling approach was used to test the research hypotheses. The results show that males are more open to trying insects than females, and food neophobia is negatively correlated with the willingness to eat insects. Findings also indicate that the first exposure to insects positively increases consumers’ sensory property expectations. Intention to try is a strong predictor of the behavior of eating insects. People who scored lower on the FNS were more likely to try (intention) and consequently eat insects (behavior). These findings enhance knowledge about factors which could lead to lower levels of negative prejudice and greater willingness to taste edible insects among Western consumers. Finally, some marketing implications are discussed, like the need of information campaigns to emphasize positive sensory attributes of edible insects to increase the WTT this unfamiliar food.

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“…Disgust also can be easily generalized from one entity to others through contamination (Rozin & Fallon, 1987. In consequence, some insects could easily be clustered in a "decomposition and filthy" group which causes the psychological contamination of all insects, creating a disgust effect in the complete insect category. (Verneau et al, 2016). Chambers et al (In review) found that cricket powder received the highest percentages of "disgust" from consumers of any ingredient tested.…”

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confidence: 99%

Willingness to eat an insect based product and impact on brand equity: A global perspective

Castro

Chambers

2018

Journal of Sensory Studies

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Rapid population growth is creating the need to find new and sustainable food sources. Insect‐based products could satisfy this high priority necessity while incorporating important nutrients in the human diet such as protein, vitamins, and minerals. This research provides a global overview of the willingness to try a new product that contains insect powder and determine the impact of adding insect‐based products to a brands portfolio. An international survey was conducted in 13 different countries (n = 630 consumers per country, total 7,800 consumer) with consumers who represented diverse demographic backgrounds. Eight of the 13 countries could be classified as “disgust” countries where most respondents said they would not be willing to try a familiar product containing insect powder. Nine countries fell into the “impact” category where participants would be more likely to stop buying other products from this company knowing that they have used insect powder in another product from the same brand. The reasons why participants would not consider eating foods containing insect powder were religion, the perception that insects carry diseases and cause allergic reactions. Only the disease‐carrying perception was significant in most of the countries. Practical applications The results from this study showed that most consumers from most countries studied are not willing to try insect‐based products at this time. However, there was a segment of the population in each country that was willing to try such products. There is a great opportunity for companies to create new products for countries where the disgust factor was not a barrier and to test those new concepts and products. This could help provide information to educate consumers about all the benefits of insect protein and implement. It is key to remember that new brands probably are necessary for such products because of the potential damage to brand equity of introducing products containing insect powder.

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The effect of communication and implicit associations on consuming insects: An experiment in Denmark and Italy

Cited by 196 publications

References 30 publications

The Role of Implicit Associations in the Hypothetical Bias

The Role of Implicit Associations in the Hypothetical Bias

The food neophobia scale and young adults’ intention to eat insect products

Willingness to eat an insect based product and impact on brand equity: A global perspective

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