New article: "The relationship between food neophobia and hedonic ratings of novel foods may be mediated by emotional arousal"
In a new article with Blue Food PhD student Elena Costa as lead author, it is found that food neophobia, i.e. fear of trying new food, affects hedonic ratings indirectly via emotional arousal. The effect depended on the type of samples evaluated, there was a positive relationship between arousal and intensity ratings (aroma and flavor), and food neophobia and food technology neophobia negatively affected purchase intention.
The research focused on how psychographic characteristics influence consumer acceptance of surimi based pasta products. Stronger flavors and aromas were linked to increased arousal. Alaska pollock, which was described as sweet and flavored, was rated higher than cod and salmon.
Information provided to the participants affected liking scores, but the impact varied by sample. Food neophobia had a negative effect on liking and purchase intention, with arousal as a mediating factor. However, the same effect was not seen for the salmon sample, which may indicate that familiarity and sensory characteristics play a role. These surimi-based products were perceived as a healthy alternative, but negative aspects included odor intensity and fishy taste. Sustainability aspects were also a concern.
The results contribute to the understanding of food neophobia mechanisms and emphasize the importance of familiarity, sensory properties and psychographic characteristics in consumer acceptance of surimi products. The article's other authors were Jun Niimi, Rise and Elizabeth S. Collier, Rise and Linköping University.