FROM ASPARAGUS TO ZUCCHINI - MAPPING COGNITIVE SPACE FOR VEGETABLE NAMES

Objective: To map the perceptual space for 20 common vegetables using multidimensional scaling (MDS) techniques. Methods: The subjects, 150 adult men and women, were asked to judge the similarity of pairs of ve getable names and rate their compatibility when served together. The s ubjects also rated the vegetables along 30 attribute scales and rated their preferences for each item. Data analyses employed SINDSCAL and p roperty-fitting (PROFIT) programs as well as correlation and hierarchi cal clustering (HICLUS) analyses. Results: The principal dimensions of perceptual space for vegetable names were calories, color, and conven ience. Preferences were most strongly linked to convenience and versat ility. Liking was also influenced by taste: the most disliked vegetabl es were those that were perceived as bitter. Compatibility was most st rongly influenced by color contrast. The most acceptable vegetable pai rs were those that combined green and non-green vegetables. Conclusion s: Identifying psychological rules that guide the inclusion of vegetab les in the diet may facilitate behavioral change strategies aimed at i ncreasing fruit and vegetable consumption by the American public.