Dispelling Myths About a New Healthful Food Can Be More Motivating than Promoting Nutritional Benefits: The Case of Tofu

Wansink, Brian, Mitsuru Shimizu, and Adam Brumberg. (2014), “Dispelling Myths about a New Healthful Food can be More Motivating than Promoting Nutritional Benefits: The Case of Tofu,” Eating Behaviors, 15(2), 318-320.

9 Pages Posted: 27 Apr 2014 Last revised: 29 Apr 2017

See all articles by Brian Wansink

Brian Wansink

Retired

Mitsuru Shimizu

Southern Illinois University - Southern Illinois University at Edwardsville

Adam Brumberg

Cornell University - Dyson School of Applied Economics and Management, Food and Brand Lab

Date Written: April 24, 2014

Abstract

Objective: This study examines what factors impact the adoption of certain types of healthy foods, such as Tofu, by future nutritional gatekeepers.

Design: Information on perceived facilitators and barriers to the utilization of barriers would be obtained via interviews and surveys.

Setting: In-depth laddering interviews and an online survey during 2012 were utilized.

Subjects: The in-depth laddering interviews were conducted with 83 young women and new mothers (non-vegetarians and non-Asians) who were enthusiastic lovers of tofu. 502 women from the target demographic (between 20 and 35, non-Asian) were recruited from a national panel and surveyed online in 2012.

Results: Based on the interviews, 21 primary reasons for trying Tofu (facilitators) and 10 reasons that might be preventative (barriers) were identified. A key finding was that facilitators were not motivating factors for why women adopted tofu into their diets. Instead, barriers explained more than 44% of the variance for not adopting tofu.

Conclusions: When encouraging nutritional gatekeepers to adopt Tofu in their home, it may be more effective to focus on changing the barriers. This study suggests that nutritionists and health practitioners may be more successful in encouraging the adoption of healthy new foods by dispelling their misconceptions rather than focusing on their nutritional benefits.

Suggested Citation

Wansink, Brian and Shimizu, Mitsuru and Brumberg, Adam, Dispelling Myths About a New Healthful Food Can Be More Motivating than Promoting Nutritional Benefits: The Case of Tofu (April 24, 2014). Wansink, Brian, Mitsuru Shimizu, and Adam Brumberg. (2014), “Dispelling Myths about a New Healthful Food can be More Motivating than Promoting Nutritional Benefits: The Case of Tofu,” Eating Behaviors, 15(2), 318-320. , Available at SSRN: https://ssrn.com/abstract=2428850 or http://dx.doi.org/10.2139/ssrn.2428850

Brian Wansink

Retired ( email )

607-319-0123 (Phone)

Mitsuru Shimizu

Southern Illinois University - Southern Illinois University at Edwardsville ( email )

1 Hairpin Drive
Edwardsville, IL 62026-1102
United States

Adam Brumberg (Contact Author)

Cornell University - Dyson School of Applied Economics and Management, Food and Brand Lab ( email )

Ithaca, NY
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
25
Abstract Views
841
PlumX Metrics