Overcoming the food neophobia towards science-based cooked food: The supplier perspective

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2020

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Elsevier

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Abstract

This paper aims to explore the food-neophobia constructs regarding the way of overcoming all individuals' food neophobia in general for molecular gastronomy cuisine applications and to examine how science-based cooked foods should be marketed based on these neophobia constructs. A qualitative study approach was used by conducting 22 semi-structured, face-to-face interviews with executive chefs in Turkey. The findings involved four key interconnected constructs: conducting public disclosure activities, developing appetizing foods, establishing culinary knowledge, and using an authority argument that highlights the way of overcoming the food neophobia towards science-based cooked foods in the marketing context. The study is among the first attempts to highlight the way of overcoming food neophobia of people against science-based cooked food in the marketing context. Several theoretical and practical implications are discussed.

Description

Cifci, Ibrahim/0000-0001-7469-1906; altunel, gizem kandemir/0000-0003-3969-951X

Keywords

Molecular gastronomy, Science-based cooking, Food neophobia, Food marketing

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6

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Q2

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Q2

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22

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