Does food disgust sensitivity influence eating behaviour? Experimental validation of the Food Disgust Scale

What Is behind In-Stream Advertising on YouTube? A Remote Neuromarketing Study employing Eye-Tracking and Facial Coding techniques

Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself. Some of those are automatically introduced by the platform, such as the countdown timer and the time progress bar. In recent years, some authors started exploring the effects associated with the presence of such non-ad items, providing valuable findings. However, objective evaluation of viewers' visual attention is lacking in this context as well as emotional investigation. In addition, previous research showed how the manipulation of seemingly negligible details can yield dramatically different outcomes in the context of in-stream advertising. To extend knowledge, the authors explored the effects of the non-ad items' presence by employing eye-tracking and facial coding techniques in combination with self-reports in a between-subjects experimental design focusing on the YouTube 15-s, mid-roll, non-skippable in-stream ad format. Results showed that the ad format currently employed by YouTube performs worse than its equivalent without the non-ad items on all the investigated measures and than its equivalent in which the non-ad items' presence was experimentally reduced on facial coding disgust, self-reported disgust, ad irritation, and ad attitude. Managerial insights and challenges concerning the future of in-stream advertising and neuromarketing are highlighted.

A social norm intervention increases liking and intake of whole crickets, and what this tells us about food disgust

Edible insects are healthy and sustainable but are rejected as food in Western populations due to disgust. We tested the effectiveness of written interventions to reduce disgust and increase intake of whole crickets. Cricket acceptance after reading a descriptive social norm or food preparation intervention passage was compared with a control passage, and an unfamiliar but non-disgusting food (leblebi, roasted chickpeas). Participants (N = 120) were randomised to one of four conditions (control + crickets, food preparation + crickets, social norm + crickets and control + leblebi). Outcome measures included taste pleasantness, desire to eat, food intake and, to measure disgust, self-report disgust, tactile sensitivity and latency to eat. In the control condition, crickets were rejected due to disgust and low desire to eat. In comparison, in the social norm condition, crickets were rated as tasting more pleasant, more desirable, and less disgusting, and intake was greater. The food preparation passage had a small but positive effect on cricket intake. For the first time, this study shows that a descriptive social norm can affect eating behaviour even when a food is disgusting; however, a food preparation intervention cannot overcome high disgust. The pattern of results suggested that expected and perceived taste pleasantness affects disgust. Therefore, taste quality and normalising consumption are targets for promoting acceptance of insects, and probably other novel, sustainable foods.

It tastes OK, but I don't want to eat it: New insights into food disgust

To better understand food-disgust, we investigated the long-standing theory that disgust towards a food causes it to taste 'bad'. To induce disgust, participants were served cookies labelled as containing crickets (Study 1); or served whole crickets versus novel (leblebi) and familiar (peanuts) control foods (Study 2). Participants (Study 1: N = 80; Study 2: N = 90) tasted the foods and rated taste pleasantness, desire to eat, disgust and, in Study 1, 16 taste attributes (e.g., nuttiness). Latency to eat and food intake were included as behavioural indicators of disgust. In both studies disgusting foods were presumed to taste bad, but this was disconfirmed after tasting - disgust did not cause the food to taste bad. Nonetheless, the taste attribute results suggested increased attention towards cricket flavours/textures. Furthermore, desire to eat and intake results suggested that disgust, but not novelty, was associated with reduced food wanting. Even if a disgust-inducing food tastes OK, people do not 'want' to consume it. By offering novel insights into our understanding of disgust, these results may stimulate progress in new avenues of emotion research, as well as informing the development of methods to reduce disgust and increase the acceptance of novel, sustainable, foods. For example, interventions should encourage tasting to overcome negative expectations of taste pleasantness and should tackle low levels of wanting, e.g., by normalising consumption of the target food.

Disgust as a transdiagnostic index of mental illness: A narrative review of clinical populations

Disgust is a basic emotion of rejection, providing an ancestral defensive mechanism against illness. Based on research that documents altered experiences of disgust across several psychopathological conditions, we conducted a narrative review to address the hypothesis that altered disgust may serve as a transdiagnostic index of mental illness. Our synthesis of the literature from past decades suggests that, compared to healthy populations, patients with mental disorders exhibit abnormal processing of disgust in at least one of the analyzed dimensions. We also outline evidence of alterations in brain areas relevant to disgust processing, such as the insula and the interconnected limbic network. Overall, we provide preliminary support for the hypothesis that altered disgust processing may serve as a transdiagnostic index of mental illness.

Curious to eat insects? Curiosity as a Key Predictor of Willingness to try novel food

Entomophagy - the consumption of insects - is often rejected by Western society despite its benefits over traditional animal-based proteins. While several factors have been identified as potential predictors of people's willingness to try insect foods, this study introduced an under-explored factor: curiosity, which is a powerful motivator of behaviour that can overcome negative emotions and motivate us to seek new experiences. In two experiments (Ns = 240 and 248), participants (all UK residents, 99.6% British citizens) rated a number of food dishes, half of which contained insects, on a number of factors including curiosity and willingness to try the dish. Across both studies, curiosity predicted willingness to try both insect and non-insect foods above and beyond other factors. Furthermore, we unexpectedly (but consistently) observed a "curiosity-boosting effect" in which curiosity positively interacted with other predictors, increasing their effect on willingness to try insect foods, but not familiar foods. These findings suggest that curiosity promotes the willingness to try insect food in two different manners: A direct effect (above and beyond other factors) and a boosting effect.

Effect of Disclosed Information on Product Liking, Emotional Profile, and Purchase Intent: A Case of Chocolate Brownies Containing Edible-Cricket Protein

Edible insects, a sustainable and nutritious alternative to conventionally derived proteins, are unfamiliar to Westerners and often associated with negative sentiments. Edible-cricket protein (ECP) added to chocolate brownies (CB) [0% ECP = CBWO (without) vs. 6% w/w ECP = CBW (with)], and disclosed information [no ECP added = (−) vs. ECP with benefits = (+), ECP− and ECP+, respectively] yielded four CB treatments (CBWO−, CBWO+, CBW−, and CBW+). Subjects (n = 112 female and n = 98 male) rated liking, selected emotions before- and after-tasting, and determined consumption (CI) and purchase intent (PI) after tasting. Likings were analyzed with mixed-effects ANOVA and post hoc Tukey’s HSD test. Emotions were evaluated with Cochran’s-Q test and correspondence analysis. Emotions driving or inhibiting overall liking (OL) were assessed with penalty-lift analyses using two-sample t-tests. A random forest algorithm was used to predict PI and estimate variables’ importance. Female’s and male’s expected OL were higher for CBWO− than for CBWO+. Females’ actual OL was higher for CBWO than for CBW regardless of the disclosed information but males’ actual OL was the same across treatments. Females exhibited negative-liking disconfirmation for CBW−. In both tasting conditions, the disclosed information affected treatments’ emotional profiles more than formulation. After-tasting emotions “happy” and “satisfied” were critical predictors of PI.

Food disgust sensitivity predicts disease-preventing behaviour beyond the food domain in the COVID-19 pandemic in Germany

In the fight against the COVID-19 pandemic, personal hygiene behaviours such as proper handwashing have gained significantly more attention and interpersonal contact is performed with great care. Disgust, as a disease-avoidance mechanism, can play an important role in the promotion of hygiene behaviour. We know from previous research that pathogen disgust can be a predictor of an individual's behaviour in the pandemic. Given that the pandemic greatly affects our food and eating behaviour, the current study aims to add to the existing evidence and to complement it by investigating the role of food-specific disgust in the pandemic. For that, we conducted an online survey in Germany in April 2020, while the pandemic was spreading in Europe. A total of 519 participants completed the survey and provided information about their COVID-19-related attitudes and behaviours and about their food disgust sensitivity. The results show that food disgust sensitivity is an important predictor for an individual's feelings, shopping behaviour, and disease-preventive behaviour related to the COVID-19 pandemic. Given that the success of political measures to fight the pandemic critically depends on the population to support and follow the proposed measures, a better understanding of the factors driving individual behaviour is key. Implications for pandemic management are discussed.

Meat disgust is negatively associated with meat intake - Evidence from a cross-sectional and longitudinal study

Meat consumption is increasingly seen as unsustainable, unhealthy, and unethical. Understanding what factors help people reduce their meat intake is urgently needed. One such factor is meat disgust, a feeling reported by many vegetarians, and which could be a promising basis for meat reduction interventions. However, meat disgust and its impact on meat consumption is poorly understood. We examined meat disgust and its role in vegetarianism and reducing meat intake in a cross-sectional and longitudinal online study. We measured self-reported meat consumption, meat disgust (by self-report and Implicit Association Test), meat liking, self-control, and disgust sensitivity in N = 711 adults (57% omnivores, 28% flexitarians, 15% vegetarians) recruited from a community cohort. Results showed that 73% of vegetarians can be classified as 'meat disgusted', and that meat disgust predicted meat intake better than self-control in omnivores and flexitarians at baseline. Following up a sub-sample of participants (N = 197) after six months revealed that changes in meat intake over time were also associated with changes in meat disgust. This is the first study to quantify the impact of meat disgust on (changes in) meat consumption and its prevalence in the vegetarian and the general population. Our findings advance research into meat disgust and encourage the development of disgust-based interventions to reduce meat intake.

Food Neophobia and Food Disgust: The Mediating Role of Perceived Vulnerability to Disease

Negative attitudes towards food are influenced by two factors, neophobia and often related disgust. Neophobia is the tendency to avoid new foods, while food disgust is the refusal of food that is considered potentially harmful to health. The study presented here aims to analyze the correlation between these two attitudes and the possible mediation operated by the perception of vulnerability to diseases, in order to understand if and how this contributes to the disgust towards certain unfamiliar foods. The study was developed through the administration of an anonymous questionnaire to a sample of 487 Italian citizens participating on a voluntary basis. Three tools were used: Food Neophobia Scale, Perceived Vulnerability to Disease, and Food Disgust Scale. The results showed a strong positive correlation between food disgust and food neophobia. Furthermore, through the application of structural mediation models, it has been shown that between food neophobia and food disgust, there is a mediation effect determined by perceived infectivity. The research aims to make a significant contribution to the understanding of the relationship between food disgust and some individual and psychological characteristics of people, demonstrating that the fear of disease transmission affects their food choices.

Exploring the Acceptance of Entomophagy: A Survey of Italian Consumers

Insect-based food is not common in Europe, because most people do not consider insects to be edible, but rather a threat and a health risk. Fear and refusal to eat a new food product introduced into a culture is called food neophobia, which results in a hesitation to trying and experimenting with new foods. Although there is significant interest in this novel sector, there is a lack of research on the link between rejection, the level of food neophobia, and consumer behavior related to the introduction of insects into the diet. In this study, through 420 questionnaires, a specific experimental scale of insects was introduced which, together with a neophobia scale, analyzed the probability and the intention of respondents to consume insects. Another issue tested has been their intention to eat food containing insects. We observed that the analyses of the two scales produced different results, confirming the need for a specific scale to measure "insect phobia". This is important, since knowledge about consumer preferences for and barriers to using insects as human food sources is limited but necessary in order to set up commercialization strategies. The development of insect-based food offers physical health benefits and also improves the sustainability of the food industry.

Desire to eat and intake of 'insect' containing food is increased by a written passage: The potential role of familiarity in the amelioration of novel food disgust

Over two studies we investigated the effect of various written interventions (passages) on the disgust response towards a food (falafels) which supposedly contained mealworm (insect) flour. Actually, participants (Study 1 N = 80, Study 2 N = 78) were given the same non-mealworm containing food in all conditions. Disgust was measured using: tactile sensitivity, food intake, liking and desire to eat. Results of Study 1 showed that a sustainability passage (sustainability advantages of entomophagy), but not a delicacy passage (oro-sensory qualities of insects), was effective in reducing disgust. In Study 2, contrary to prediction, a passage describing the sustainability and nutritional advantages entomophagy failed to reduce disgust - falafel intake, liking and desire to eat were decreased. However, a passage which described how mealworm flour is produced, did significantly reduce disgust. Taken together, these studies demonstrate that written passages can alter the disgust response, notably resulting in a maintenance of food intake. Interventions that increase the perception of familiarity of a novel food, but not logic-based arguments, may be a key driver of the amelioration of disgust. These results also support the suggestion that altering the ideational component of disgust can result in changes of distaste perception.

Perceived naturalness, disgust, trust and food neophobia as predictors of cultured meat acceptance in ten countries

Cultured meat is a novel food technology that promises to produce meat in a more environmentally friendly and animal-friendly way. We conducted an internet survey in ten countries (Australia, China, England, France, Germany, Mexico, South Africa, Spain, Sweden and the US) with a total sample of 6128 participants. Results suggest that there are large cultural differences regarding the acceptance of cultured meat. French consumers were significantly less accepting of the idea than consumers in all other countries. Perceived naturalness of and disgust evoked by cultured meat were important factors in the acceptance of this novel food technology in all countries. Trust in the food industry, food neophobia and food disgust sensitivity indirectly and directly influenced the acceptance of cultured meat in almost all countries. In order to increase the acceptance of cultured meat, the similarity of cultured meat to traditional meat needs to be emphasized rather than the rather technical production process, which may evoke associations of unnaturalness and disgust.

Consumers' Acceptance of Agricultural Fertilizers Derived from Diverted and Recycled Human Urine

Nitrogen and phosphorus are essential ingredients in fertilizers used to produce food. Novel methods are emerging for more efficiently sourcing these nutrients, one of which is to recover them from recycled human urine; once recovered, N and P can be redirected to fertilizer production. While the technology for creating human urine-derived fertilizer (HUDF) exists, implementing it at scale will depend on public acceptance. Thus, this study examined U.S. consumers' acceptance of HUDF across a range of applications and, in comparison, to other fertilizer types. Data were collected from a representative national sample, and analyses of variance with post-hoc comparisons were conducted to compare across fertilizer applications and types. A hierarchical regression was conducted to assess if demographics, psychological variables, and value orientations predict HUDF acceptance. Results suggest that HUDF and biosolid-based fertilizers are equally preferred and more strongly preferred than synthetic fertilizers. HUDF is not preferred as strongly as organic fertilizers. HUDF was deemed most acceptable when used on nonedible plants and least acceptable when used on crops for human consumption. Regression analysis revealed that judgments about risks and benefits were the strongest predictors of acceptance of UDF use. These results are promising for sanitation practitioners and regulators among others.

Food-Specific Inhibitory Control Mediates the Effect of Disgust Sensitivity on Body Mass Index

Disgust is an emotion that drives food avoidance. People vary in their responses to disgust, which is captured by their disgust sensitivity. Disgust sensitivity is clinically significant because it can influence eating behaviors, and indirectly people's body mass index (BMI). Inhibitory control can also influence BMI through the role that such reflective abilities play in governing food intake. In this study, we relied on neural models of disgust to suggest that disgust and inhibitory control are intertwined, and that inhibitory control facilitates the translation of disgust sensitivity into BMI. Mediation analyses applied to 46 subjects, including 29 normal body weight [BMI = 18.34 kg/m² (SD = 1.58)] and 17 overweight/obese [BMI = 26.03 kg/m² (SD = 2.58)] subjects, were used to test the hypothesis. Subjects completed the Chinese version of the Disgust Scale-Revised, and an inhibition control test (Food-Specific Stop-Signal Task). There were negative correlations between the disgust sensitivity score (DS) and body mass index (BMI), and between DS and stop-signal reaction time (SSRT). Moreover, BMI was positively correlated with SSRT. The mediation model results showed that disgust sensitivity was associated with BMI and that this relationship was mediated via inhibition control. There was no significant effect of DS on BMI, while the effect of SSRT on BMI was significant. This suggested that the effect of disgust sensitivity on BMI was fully mediated through food-specific inhibitory control. This supports our hypothesis that BMI is affected by disgust sensitivity and that this relationship is mediated by inhibition control. These findings reveal a key mechanism that underlies disgust sensitivity-BMI association and point to future research and potential interventions aimed at food intake management.

When Evolution Works Against the Future: Disgust's Contributions to the Acceptance of New Food Technologies

New food technologies have a high potential to transform the current resource-consuming food system to a more efficient and sustainable one, but public acceptance of new food technologies is rather low. Such an avoidance might be maintained by a deeply preserved risk avoidance system called disgust. In an online survey, participants (N = 313) received information about a variety of new food technology applications (i.e., genetically modified meat/fish, edible nanotechnology coating film, nanotechnology food box, artificial meat/milk, and a synthetic food additive). Every new food technology application was rated according to the respondent's willingness to eat (WTE) it (i.e., acceptance), risk, benefit, and disgust perceptions. Furthermore, food disgust sensitivity was measured using the Food Disgust Scale. Overall, the WTE both gene-technology applications and meat coated with an edible nanotechnology film were low and disgust responses toward all three applications were high. In full mediation models, food disgust sensitivity predicted the disgust response toward each new food technology application, which in turn influenced WTE them. Effects of disgust responses on the WTE a synthetic food additive were highest for and lowest for the edible nanotechnology coating film compared to the other technologies. Results indicate that direct disgust responses influence acceptance and risk and benefit perceptions of new food technologies. Beyond the discussion of this study, implications for future research and strategies to increase acceptance of new food technologies are discussed.