The Dollar Value of Ideas Surrounding Ethnic Foods: A Mind Genomics Cartography

Abstract

310 respondents each evaluated 60 unique vignettes (combinations of messages) about ethnic foods, the messages presenting information about the country of origin, when and why the food is eaten, and the benefit if the ethnic food goes 'mainstream', and the issues about food safety. Respondents each rated unique sets of 60 the vignettes, first assigning purchase price, and second recording their emotion on reading the vignette. Three mind-sets emerged, based upon the dollar value of the messages. Further analysis demonstrated the interaction of elements, showing how the specific ethnic source drove the dollar value of other elements. The approach is presented as a model for the easy, rapid, and affordable creations of databases of the mind of people as they experience issues of everyday life.