Centre des Sciences du Goût et de l'Alimentation, Institut Agro Dijon, CNRS, INRAE, Université Bourgogne, F-21000 Dijon, France.
Terres Univia, 11 rue de Monceau, CEDEX 08, CS 60003, F-75378 Paris, France.
Nutrients. 2023 Jun 2;15(11):2608. doi: 10.3390/nu15112608.
Research into consumer attitudes toward food products is important to help people adopt healthier, more sustainable diets. A positive attitude regarding an object is a prerequisite for its adoption. This study compares French consumers' implicit attitudes toward pulses and cereals. Many studies have measured attitudes by explicit methodologies (e.g., questionnaires). Such methods are often biased by social desirability, and consumers may not be consciously aware of their attitudes toward food. A Sorting Paired Feature Task measures the strength of automatic associations, pairing images of pulses or cereals and adjectives with positive or negative valence. Participants sorted 120 paired stimuli as fast as possible. Pairs composed of pulses and negative adjectives were sorted faster than pairs composed of cereals and negative adjectives. Cereals with positive adjectives were sorted more rapidly than pulses with positive adjectives. Mistaken associations were more frequent for pairs composed of cereals and negative adjectives than for pairs composed of pulses and negative adjectives. These results highlight more negative implicit attitudes toward pulses than cereals. This study provides the first potential evidence of negative implicit attitudes toward pulses, which could explain the low consumption of these products.
研究消费者对食品的态度对于帮助人们采用更健康、更可持续的饮食非常重要。对某一对象的积极态度是其被采用的前提。本研究比较了法国消费者对豆类和谷物的内隐态度。许多研究都是通过明确的方法（如问卷调查）来衡量态度。这些方法往往受到社会期望的影响，消费者可能没有意识到自己对食物的态度。排序配对特征任务（Sorting Paired Feature Task）衡量了自动联想的强度，将豆类或谷物的图像与具有积极或消极含义的形容词进行配对。参与者尽可能快地对 120 对配对刺激进行分类。由豆类和负面形容词组成的配对比由谷物和负面形容词组成的配对分类速度更快。带有积极形容词的谷物比带有积极形容词的豆类分类速度更快。由谷物和负面形容词组成的配对比由豆类和负面形容词组成的配对更容易产生错误联想。这些结果突显了消费者对豆类的内隐态度比谷物更消极。本研究首次提供了对豆类存在消极内隐态度的潜在证据，这可以解释这些产品消费低的原因。
