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我喜欢的形状:明确和隐含的参考框架如何影响喜欢基于昆虫的蛋白质棒
1Department of Nutritional Science and Food Management, Ewha Womans University, 52, Ewhayeodae-gil, Seodaemun-Gu, Seoul, 03760 Republic of Korea.
Food science and biotechnology
|June 26, 2023
概括
隐含的框架显著影响了虫蛋白质棒的接受度,而不是明确的线索. 仅仅宣传昆虫的好处并没有提高可接受性,在品尝商业样品后,喜欢度下降.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 昆虫食 (Entomophagy) 是一种对昆虫进行食的方法.
背景情况:
- 使用替代蛋白质来源的新型蛋白质棒的开发正在增加,例如面粉粉.
- 消费者接受新型食品,特别是基于昆虫的产品,仍然是一个重要的障碍.
- 了解框架对消费者对食品的看法的影响对于市场采用至关重要.
研究的目的:
- 为了研究明确和隐性框架对虫蛋白质棒的接受和感官特征的影响.
- 为了比较不同框架策略 (环境,营养,餐饮替代品) 与没有明确框架的有效性.
- 评估对商业蛋白质棒的连续暴露对目标产品接受度的影响.
主要方法:
- 一个高蛋白质条与粉粉末被开发出来.
- 275名消费者评价了目标棒和四个商业蛋白质棒.
- 用了三个组:明确的框架 (视频初始化),没有明确的框架,和一个控制组 (没有信息).
- 顺序的单一分餐被用来评估喜欢和感官属性.
主要成果:
- 隐含的框架,通过接触各种蛋白质条形成,对接受度的影响比明确的框架更大.
- 明确宣传食用昆虫的营养和环境益处并没有提高虫蛋白质棒的可接受性.
- 随着商业蛋白质棒样品的连续引入,消费者对目标棒的喜好显著下降.
结论:
- 隐含的上下文线索在塑造消费者对新型蛋白质棒的接受方面发挥着比明确信息更重要的作用.
- 仅关注昆虫蛋白的营养或环境优势的营销策略可能不足以获得广泛接受.
- 产品评估和与既有产品的比较的顺序可能会对新食品的看法产生负面影响.
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