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Consumer Attitudes toward Pulses: Measuring the Implicit.

Juliana Melendrez-Ruiz1, Gaëlle Arvisenet1, Marie Dubot2

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French consumers show more negative implicit attitudes toward pulses than cereals, potentially explaining their lower consumption. This research used a novel sorting task to uncover subconscious food preferences.

Keywords:
SPFlegumesreaction timesorting paired feature task

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Area of Science:

  • Food science
  • Consumer psychology
  • Nutritional science

Background:

  • Understanding consumer attitudes is crucial for promoting healthier and sustainable diets.
  • Previous attitude measurements (e.g., questionnaires) are prone to social desirability bias and may not reflect true, unconscious feelings.
  • Implicit attitudes, or automatic associations, are key drivers of food choice and adoption.

Purpose of the Study:

  • To compare French consumers' implicit attitudes toward pulses and cereals.
  • To investigate subconscious biases that may influence the adoption of pulse-based diets.
  • To provide empirical evidence for the role of implicit attitudes in food consumption patterns.

Main Methods:

  • Utilized a Sorting Paired Feature Task (SPFT) to measure automatic associations.
  • Participants rapidly sorted stimuli pairing images of pulses or cereals with positive or negative adjectives.
  • Assessed reaction times and error rates to infer the strength of implicit associations.

Main Results:

  • Pairs of pulses and negative adjectives were sorted significantly faster than pairs of cereals and negative adjectives.
  • Pairs of cereals and positive adjectives were sorted more rapidly than pairs of pulses and positive adjectives.
  • More frequent mistaken associations occurred between cereals and negative adjectives compared to pulses and negative adjectives.

Conclusions:

  • The study provides the first evidence of negative implicit attitudes toward pulses among French consumers.
  • These negative implicit attitudes may contribute to the observed lower consumption rates of pulses.
  • Implicit attitude measurement offers a valuable tool for understanding food preferences beyond conscious awareness.