S02-E14 - "Insect-based food: The role of consumer neuroscience in exploring consumer behavior"

The 14th episode of the 2nd season of podNECE presents a study that investigates consumer acceptance of insect-based food in the European market through a pioneering mix of traditional surveys and neuroscience techniques. Researchers measured the physiological responses of participants consuming a protein bar, utilizing electroencephalography (EEG) and electrocardiography (ECG) to capture nonconscious reactions like arousal and attention. While initial surveys revealed low awareness and complex feelings of surprise, fear, and disgust, the experimental data showed that processed insect products elicited high levels of interest and were often preferred over traditional cereal bars. The findings suggest that nutritional and sustainability communication is essential to normalize entomophagy and reduce the "novelty" barrier. Ultimately, the authors recommend marketing strategies such as free samples and tasting trials to foster familiarity and drive the adoption of sustainable protein alternatives.https://doi.org/10.1037/npe0000215podNECE is a podcast by NECE - Research Centre for Business Sciences, University of Beira Interior, Portugal.