Document Detail

Dispelling myths about a new healthful food can be more motivating than promoting nutritional benefits: The case of Tofu.
MedLine Citation:
PMID:  24854826     Owner:  NLM     Status:  In-Data-Review    
OBJECTIVE: This study examines what factors impact the adoption of certain types of healthy foods, such as Tofu, by future nutritional gatekeepers.
DESIGN: Information on perceived facilitators and barriers to the utilization of barriers would be obtained via interviews and surveys.
SETTING: In-depth laddering interviews and an online survey during 2012 were utilized.
SUBJECTS: The in-depth laddering interviews were conducted with 83 young women and new mothers (non-vegetarians and non-Asians) who were enthusiastic lovers of Tofu. 502 women from the target demographic (between 20 and 35, non-Asian) were recruited from a national panel and surveyed online in 2012.
RESULTS: Based on the interviews, 21 primary reasons for trying Tofu (facilitators) and 10 reasons that might be preventative (barriers) were identified. A key finding was that facilitators were not motivating factors for why women adopted Tofu into their diets. Instead, barriers explained more than 44% of the variance for not adopting tofu.
CONCLUSIONS: When encouraging nutritional gatekeepers to add Tofu to their household diets, it may be more effective to focus on changing the barriers. This study suggests that nutritionists and health practitioners may be more successful in encouraging the adoption of healthy new foods by dispelling their misconceptions rather than focusing on their nutritional benefits.
Brian Wansink; Mitsuru Shimizu; Adam Brumberg
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Publication Detail:
Type:  Journal Article     Date:  2014-04-04
Journal Detail:
Title:  Eating behaviors     Volume:  15     ISSN:  1873-7358     ISO Abbreviation:  Eat Behav     Publication Date:  2014 Apr 
Date Detail:
Created Date:  2014-05-23     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  101090048     Medline TA:  Eat Behav     Country:  United States    
Other Details:
Languages:  eng     Pagination:  318-20     Citation Subset:  IM    
Copyright Information:
Copyright © 2014 Elsevier Ltd. All rights reserved.
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