Taste Profiles that Correlate with Soy Consumption

Pakistan Journal of Nutrition, 2002

11 Pages Posted: 16 Jan 2016  

Brian Wansink

Cornell University

Jae Hak Cheong

Korea Advanced Institute of Science and Technology (KAIST)

Date Written: 2002

Abstract

Objective: The objective of this study is to determine what taste-related profiles and behaviors are most closely related to people who claim to consume soy primarily because of its taste. Understanding this will help us better understand how to encourage consumption in similar segments of people.

Design: A mail survey was used to examine what characterizes someone who regularly eats soy for taste-related reasons. Three groups of consumers were analyzed, people who ate soy primarily for taste-related reasons, those who ate it primarily for health-related reasons, and those who did not eat it.

Subjects: A randomly selected sample of 606 North Americans

Main Outcome Measures: Soy-related consumption behavior and knowledge

Results: Compared to the other two groups, ANOVAs indicated that people who ate soy primarily for the taste were found to be more likely to appreciate fine food (p<.01), dine out more frequently (p<.01), live with a great cook (p<.01), rate themselves as more adventurous (p<.01), and be more of an opinion leader (p<.01).

Applications and Conclusions: Instead of focusing efforts on encouraging people to eat soy for health reasons, a more productive method may be to target the types of opinion-leaders who are more likely to prefer it for taste-related reasons. These taste-predisposed segments are likely to believe they live with good cooks are more likely to exhibit behaviors associated with food appreciation, such as dining out and wine consumption.

Keywords: soy, taste profiles, soy consumption, developing countries, nutrition, food selection

Suggested Citation

Wansink, Brian and Cheong, Jae Hak, Taste Profiles that Correlate with Soy Consumption (2002). Pakistan Journal of Nutrition, 2002. Available at SSRN: https://ssrn.com/abstract=2713864

Brian Wansink (Contact Author)

Cornell University ( email )

Ithaca, NY 14853
United States

Jae Hak Cheong

Korea Advanced Institute of Science and Technology (KAIST) ( email )

373-1 Kusong-dong
Yuson-gu
Taejon 305-701, 130-722
Korea

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