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Does it bug you eating bugs? The emotions of anthropoentomophagy

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Resumo:The use of insects as food is a proposed solution for the increased demand for food worldwide, but it lacks acceptance because of restrictive emotional factors. This article aims to understand better customers’ emotions’ role in considering and consuming insect-based food. Design/methodology/approach – To assess their acceptance, an experiment was developed with 38 participants living in Portugal to identify how people feel when consuming processed insect bars compared to cereal bars (of equal flavour). A video was recorded “before”, “during” and “after” the consumption of such foods, and the triggered emotions and affective states were identified using the Facial Action Coding System (FACS) and the circumplex model of affect, respectively. After consumption, the Self-Assessment Manikin (SAM) was asked to be completed. Findings – It was observed that the valence and arousal of the emotions and affective states triggered during consumption were higher in the insect bar than in the cereal bar. Its consumption resulted in surprise and a positive evaluation. Processed insect-based foods may result in a potentially increased acceptance of this new food alternative in the market. Originality/value – Prior studies briefly identified disgust as a primary emotion activated by insect-based food. The current research deeply studied emotional responses to insect-based processed foods in the Western world using the dimensional emotional models. This study offers arguments for the insect-based food industry to invest in processed food justified by its potential for acceptance. In addition, it motivates further research focused on other insect-based products (e.g. non-processed ones).
Autores principais:Ferreira, Andreia C.B.
Outros Autores:Rodrigues, Ricardo Gouveia; Gouveia, Ana R.; Martins, Oliva M.D.; Ferreira, Hugo; Pereira, João Alfredo; Duarte, Paulo
Assunto:Insectivore Insect-based bars Insects-based food consumption Self-assessment manikin Facial action coding system Circumplex model of affect Emotional factors Neuromarketing
Ano:2024
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso restrito
Instituição associada:Instituto Politécnico de Bragança
Idioma:inglês
Origem:Biblioteca Digital do IPB

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