A New Statistical Modelling Approach to Explain Willingness-to-Try Seafood Byproducts Using Elicited Emotions.

Seafood processing byproducts (SB) such as bones and skin can be safely used as food ingredients to increase profitability for the seafood sector and provide nutritional value. An online survey of 716 US adult seafood consumers was conducted to explore SB trial intent, responsiveness to health and safety information, and associated elicited emotions (nine-point Likert scale). Consumers' SB-elicited emotions were defined as those changing in reported intensity (from a baseline condition) after the delivery of SB-related information (dependent -tests). As criteria for practical significance, a raw mean difference of >0.2 units was used, and Cohen's values were used to classify effect sizes as small, medium, or large. Differences in willingness-to-try, responsiveness to safety and health information, and SB-elicited emotions were found based on self-reported gender and race, with males and Hispanics expressing more openness to SB consumption. SB-elicited emotions were then used to model consumers' willingness-to-try foods containing SB via logistic regression modeling. Traditional stepwise variable selection was compared to variable selection using raw mean difference > 0.2 units and Cohen's > 0.50 constraints for SB-elicited emotions. Resulting models indicated that extrinsic information considered at the point of decision-making determined which emotions were relevant to the response. These new approaches yielded models with increased Akaike Information Criterion (AIC) values (lower values indicate better model fit) but could provide simpler and more practically meaningful models for understanding which emotions drive consumption decisions.