People who are hesitant to try insect-based foods may enjoy the experience more than they expect —and can become more open to expanding their diets in the future, according to new research published by the American Psychological Association.
The study, published in the Journal of Neuroscience, Psychology, and Economics, involved 38 adults in Portugal between the ages of 18 and 55 who had never tried insect-based foods before. Participants first completed a survey about their awareness and opinions of insect-based products. They then sampled both an insect protein bar and a cereal bar while researchers recorded their physiological responses using electroencephalography (EEG) and electrocardiography (ECG).
To see whether people's expectations affected their reactions, some participants were told the truth about which bar they were eating, while others were told they were eating a cereal bar when it was actually the insect-based bar.
The physiological measurements showed that participants became more attentive and engaged while consuming the insect-based bars. Researchers also observed increases in heart-rate activity during tasting, which they interpreted as signs of heightened arousal and attentiveness. Notably, these patterns appeared even when participants did not know they were eating an insect-based product, suggesting the response was not driven solely by expectations about consuming insects.
After tasting both products, participants were directly asked which bar they preferred. Overall, participants were more likely to choose the insect protein bar than the cereal bar.
The findings suggest that direct exposure, such as tasting samples, may play an important role in reducing hesitation around insect-based foods and helping consumers become more comfortable with the idea.
The findings also suggest that unfamiliar foods may be judged differently after people actually experience them. In this study, participants often expressed uncertainty or surprise when discussing insect-based foods before tasting them, yet many reported positive reactions after trying the product.
Data from American Psychological Association