“Try it. You'll like it”. Effects of information on willingness to try novel foods

Three experiments are reported on the effects of "taste" or nutrition information on willingness to try novel foods. "Taste" information improved responses to four out of the five foods examined. There was a consistent, but not statistically significant, trend for nutritional information to be effective. In experiment I, conducted with 3- to 8-year-old children in a laboratory setting, and in experiment II, conducted with 10- to 20-year-olds in a cafeteria, there were strong age effects. Older subjects responded more positively to novel foods than did younger subjects. There were no significant interactions between information and age and there were no sex differences. It is commonly assumed that novel foods are rejected because they are thought to be dangerous. However, the fact that dangerous foods are good tasting should be irrelevant to willingness to taste them. Our results are consistent with the idea that, in settings like laboratories and cafeterias, culture has already defined foods as being safe. Perhaps rejection in such settings is based on fear of a negative sensory experience.

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