Berger, Sebastian, Bartsch, Christian, Schmidt, Christina, Christandl, Fabian and Wyss, Annika M. (2018). When Utilitarian Claims Backfire: Advertising Content and the Uptake of Insects as Food. Front. Nutr., 5. LAUSANNE: FRONTIERS MEDIA SA. ISSN 2296-861X

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Abstract

A key challenge for climate change mitigation on the consumer side is to break habits that excessively lead to carbon emission. One of the culturally most robust human routines is the heavy reliance of the Western societies on conventional meat sources such as beef, pork, and poultry, which were recently accused of causing particularly high climate costs. In this light, the UN (FAO) has suggested the increasing use of insects as an alternative source of animal protein intended for human diets. Yet, insects have not reached the mainstream of Western cuisine. Currently, a frequent promotion strategy of insects is to highlight the Utilitarian benefits associated with their consumption (e.g., with respect to the environment or one's health). The present research addresses the efficacy of such claims in a consumer research study involving 180 participants recruited from the general population in Germany. Arguing based on social-cognitive research in the area of moral and environmental psychology, we hypothesized and found that a focus on beneficial, but temporally distant motives (e.g., health)-counterintuitively-decreases consumption in comparison to immediate, hedonic advertisements (e.g., tasty). Furthermore, our study provides process evidence suggesting pretrial expectations induced by a particular claim mediate the relationship between claims and consumption. Thus, the present research not only refutes a state-of-the-art approach in the promotion of insects as food, but also provides an alternative approach and process evidence by integrating psychological factors.

Item Type: Journal Article
Creators:
CreatorsEmailORCIDORCID Put Code
Berger, SebastianUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Bartsch, ChristianUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Schmidt, ChristinaUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Christandl, FabianUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Wyss, Annika M.UNSPECIFIEDUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-169651
DOI: 10.3389/fnut.2018.00088
Journal or Publication Title: Front. Nutr.
Volume: 5
Date: 2018
Publisher: FRONTIERS MEDIA SA
Place of Publication: LAUSANNE
ISSN: 2296-861X
Language: English
Faculty: Unspecified
Divisions: Unspecified
Subjects: no entry
Uncontrolled Keywords:
KeywordsLanguage
EDIBLE INSECTS; ATTITUDES; AMBIVALENCE; PERCEPTIONS; PERSPECTIVE; DISGUST; MODEL; BASES; WATER; TASTEMultiple languages
Nutrition & DieteticsMultiple languages
Refereed: Yes
URI: http://kups.ub.uni-koeln.de/id/eprint/16965

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