Consumers Prefer “Natural” More for Preventatives than for Curatives

Published on Oct 1, 2020in Journal of Consumer Research
· DOI :10.1093/JCR/UCAA034
Sydney E. Scott9
Estimated H-index: 9
(WashU: Washington University in St. Louis),
Paul Rozin109
Estimated H-index: 109
(UPenn: University of Pennsylvania),
Deborah A. Small30
Estimated H-index: 30
(UPenn: University of Pennsylvania)
Sources
Abstract
References41
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Novel food technologies are important for food security, safety and sustainability. Consumers, however, are often hesitant to accept them. In this narrative Review, we organize the research describing how heuristics and individual differences among consumers influence the acceptance of agri-food technologies. Associations evoked by a food technology, its perceived naturalness and trust in the industry using it influence consumer acceptance. Food neophobia, disgust sensitivity and cultural values...
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Most people in the Western, developed world prefer natural things, especially foods. We posit that there is neither theoretical nor empirical support for the widespread beliefs about the superiority of natural entities with respect to human welfare. Nature is not particularly benevolent.
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Abstract Background Consumers’ perceptions of naturalness are important for the acceptance of foods and food technologies. Thus, several studies have examined the significance of naturalness among consumers. Nonetheless, the aspects that are considered essential in perceiving a food item as natural may vary across consumers and different stakeholder groups. Scope and approach This systematic review identified 72 studies conducted in 32 countries involving 85,348 consumers. We aimed to answer the...
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Naturalness is important and valued by most lay Western individuals. Yet, little is known about the lay meaning of “natural†. We examine the phenomenon of additivity dominance: adding something to a natural product (additive) reduces naturalness more than removing an equivalent entity (“subtractive†). We demonstrate additivity dominance for the first time using equivalent adding and subtracting procedures. We find that adding something reduces naturalness more than removing the same thin...
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