Consumer Attitudes toward Pulses: Measuring the Implicit

Abstract

Research into consumer attitudes toward food products is important to help people adopt healthier, more sustainable diets. A positive attitude regarding an object is a prerequisite for its adoption. This study compares French consumers’ implicit attitudes toward pulses and cereals. Many studies have measured attitudes by explicit methodologies (e.g., questionnaires). Such methods are often biased by social desirability, and consumers may not be consciously aware of their attitudes toward food. A Sorting Paired Feature Task measures the strength of automatic associations, pairing images of pulses or cereals and adjectives with positive or negative valence. Participants sorted 192 paired stimuli as fast as possible. Pairs composed of pulses and negative adjectives were sorted faster than pairs composed of cereals and negative adjectives. Cereals with positive adjectives were sorted more rapidly than pulses with positive adjectives. Mistaken associations were more frequent for pairs composed of cereals and negative adjectives than for pairs composed of pulses and negative adjectives. These results highlight more negative implicit attitudes toward pulses than cereals. This study provides the first potential evidence of negative implicit attitudes toward pulses, which could explain the low consumption of these products.