Cooking and disgust sensitivity influence preference for attending insect-based food events.

Insects are energy-efficient and sustainable sources of animal protein in a world with insufficient food resources to feed an ever-increasing population. However, much of the western world refuses to eat insects because they perceive them as disgusting. This research finds that both animal reminder disgust and core disgust reduced people's willingness to attend a program called "Bug Appétit" in which insects were served as food. Additionally, people who were low in sensitivity to animal reminder disgust were more willing to attend this program after having been primed to think about cooking. Cooking is a process by which raw ingredients are transformed into finished products, reducing the "animalness" of meat products that renders them disgusting. Sensitivity to core disgust did not interact with cooking to influence willingness to attend the program. While prior research has emphasized that direct education campaigns about the benefits of entomophagy (the consumption of insects) can increase willingness to attend events at which insect-based food is served, this is the first demonstration that indirect priming can have a similar effect among a subset of the population.