Predicting the intent to purchase unfamiliar and familiar cheeses: The effects of attitudes, expected liking and food neophobia

The attitude model of the theory of reasoned action (TRA) has been applied mainly to predicting the choice of familiar foods; however, the choice of u nfamiliar foods may be governed by distinct factors. In the present study, 92 females rated their attitudes and subjective norms about the purchase in tentions of two familiar and two unfamiliar cheeses, and the expected and a ctual pleasantness of them. They also completed the food neophobia scale, w hich measures the tendency to avoid novel foods. Neophobic persons rated th e attitudes and expected and actual taste pleasantness lower than neophilic s for all cheeses, except for the most familiar, mild cheese. This suggests that food neophobia also indicates the tendency not only to avoid, but als o to dislike novel foods. Before tasting, attitudes and subjective norms to gether predicted the intent to purchase familiar cheeses better (R-2 = 0.54 and 0.58) than for novel cheeses (R-2 = 0.24 and 0.35); thus, the basic TR A model was not as useful in predicting intent to purchase unfamiliar as fa miliar cheeses. The predictions especially for the novel cheeses were clear ly improved by including expected pleasantness ratings in the model. The us efulness of the food neophobia score as an additional predictor was not dea rly supported. Attitudes and subjective norms measured before tasting were poor predictors of purchase intents after tasting, which implies the import ance of taste and direct product experience in food choice. (C) 1999 Academ ic Press.