Initial implicit association between whole grains and taste does not predict consumption of whole grains in low-whole...

Health benefits of whole grain (WG) consumption are well documented. Current Dietary Guidelines for Americans recommend at least half of total grains consumed be WG; however, Americans consume less than one serving of WG per day. Inferior taste of whole grain products as compared with refined grain products has been reported as one of the main barriers to acceptability and consumption of whole grains. In this pilot study, we aimed to determine if mere exposure to WG foods in self-reported low WG consumers would improve their implicit associations between WG and pleasant taste.

Healthy adults (n=45) were provided a variety of WG or refined grain (RG) products for home use for 6 weeks. Intake was measured by calculating disappearance and verified by a daily log. At the beginning and end of the intervention, we administered an Implicit Association Test (IAT), a computer test designed to measure indirectly the strength of association between pairs of concepts: (a) two contrasted target categories (WG and RG food images) and (b) two contrasted attribute categories (words relating to pleasant or unpleasant taste) via a classification task. Response time was used to calculate IAT D scores, indicating the strength of implicit associations between WG and RG and positive or negative taste.

ANCOVA showed that average D scores at the end of the study shifted significantly toward a positive implicit association between WG and good taste (p<0.05) in participants whose baseline D scores indicated an initial preference for RG over WG. No significant differences were found between the WG and RG groups in overall consumption of provided grain products.

These findings suggest that mere exposure to WG products over an extended period of time in a free-living situation can improve automatic attitudes toward WG, potentially leading to increased consumption of WG foods.

Clinicaltrials.Gov, identifier NCT01403857.