Food neophobia modulates importance of food choice motives: replication, extension, and behavioural validation

Abstract It was recently shown that food neophobia (FN) shows consistent patterns of relationships with the factors from the Food Choice Questionnaire (FCQ). The data reported in Jaeger et al. (2021) [Appetite, 105056], based on consumer surveys in USA, Australia, and New Zealand indicate that each of 11 FCQ factors are negatively associated with FN except for Convenience and Familiarity, which were both positively associated with FN. The present study, based on online surveys with 5752 adults aimed to replicate, using another USA sample, and extend, using samples from the UK and Germany, the earlier findings. In addition, behavioural validation of the observed FN-FCQ linkages was undertaken by directly relating FN to stated frequency of selected food and beverage (F&B) purchases and consumption. The US and UK results largely replicated the findings of Jaeger, Roigard et al. (2021), and for the two exceptions found – Convenience and Weight Control – the directional relationships matched those expected. The German results also partially supported replication, in that the relationships between FN and FCQ factors were in the expected directions, but mostly they were non-significant. Examination of self-reports of F&B purchase and consumption frequencies tended to validate the observed FN-FCQ linkages with the exceptions of Convenience and Sensory Appeal (USA and UK consumers), although these linkages were less evident in the German consumers. We suggest that the concept of high arousal underlying the food choices of those high in FN may help explain why some F&B characteristics and not others reflect FN-FCQ linkages. These findings, along with those presented in Jaeger et al. (2021) have increased knowledge about how FN and FCQ factors influence consumer choices. It is increasingly clear that FN not only influences which specific foods are consumed but also shapes the reasons for food choice itself. Understanding this link therefore allows us to predict at a more global level those reasons that influence consumers with different degrees of FN in choosing foods.