Increasing willingness to taste novel foods: effects of nutrition and taste information.

This study was designed to examine the effects of various kinds of information on willingness to ingest novel foods in individuals varying in the extent to which they reported that nutritional concerns affected their food choices. Male and female volunteers ranging in age from 10 to 79 (N = 401), saw six familiar and six novel foods, and received no information, taste likability information, general nutrition information, or specific nutrition information about the whole set of foods. They rated their willingness to taste each food, with the clear implication that their willingness ratings would determine which foods they would taste later in the study. On a separate questionnaire, they also rated the factors influencing their food everyday choices, and these ratings were used to compute an "importance of nutrition" score for each individual. Results indicated that older subjects were generally more willing to try novel foods than younger ones, that general nutrition information was effective for high school and college students, and that specific nutrition information was influential for young adults. It was also found that general nutrition information increased willingness to taste novel food in subjects for whom nutrition is important and decreased such willingness in subjects for whom nutrition is not important.