Consumers' Neural and Behavioral Responses to Food Technologies and Price
Consumers' Neural and Behavioral Responses to Food Technologies and Price
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DOI：
10.1037/npe0000023
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发表时间：
2014-09-01
影响因子：
0.7
通讯作者：
Martin, Laura E.
中科院分区：
文献类型：
--
作者：
Bruce, Amanda S.;Lusk, Jayson L.;Martin, Laura E.
虽然新的食品技术的出现为农业提供了生产食品的更方便的手段，但其中许多技术的使用在消费者中引起了争议。在决定是否购买一种食品时，消费者现在必须考虑他们对生产这种食品的技术的感受。尽管有这种趋势，我们对消费者对食品技术和价格的神经和行为反应的理解仍然有限。本研究采用功能性磁共振成像（fMRI）技术，对50名成年消费者进行了大样本的神经反应研究，结果表明，当消费者看到的食物属性越多时，其背外侧前额叶皮层（与工作记忆和不确定性相关的脑区）的神经活动就越强。此外，背外侧前额叶皮层区域的神经激活与开放性和对新食品技术的恐惧的人格测量显著相关。
Although the advent of new food technologies has afforded the agricultural industry more expedient means of producing foods, the use of many of these technologies has stirred controversy among consumers. When deciding whether to purchase a food, consumers must now consider how they feel about the technology used to produce it. Despite this trend, our understanding of consumers' neural and behavioral responses to food technologies and price remains limited. In the present study, functional magnetic resonance imaging (fMRI) was used to examine a large sample of adult consumers' (n = 50) neural responses to food attributes, specifically a food's price and the technology used to produce it. Results suggest the more attributes presented to consumers, the greater the neural activation in dorsolateral prefrontal cortex, a brain region associated with working memory and uncertainty. Further, neural activation in regions of dorsolateral prefrontal cortex is significantly associated with a personality measure of openness and a fear of new food technologies.