Food essentialism: Implications for expectations and perceptions of the properties of processed foods.

ABSTRACT

Despite the impact of processed foods on health, sustainability, and food security, consumers vary greatly in expectations about and preferences for processed foods. Essentialism is the lay belief that items in a category share a fundamental and immutable essence that generates the category's defining characteristics. Although essentialism may be an important determinant of consumers' cognitions about processed foods, there has been limited investigation of essentialism's role in food-related perceptions. Across two studies (n=598 total), we used a novel measure of food essentialism to examine whether individual differences in beliefs about foods as having essences (food essentialism) are related to perceptions of foods retaining more of their natural characteristics (sensory and nutritive properties) despite their level of processing. Across diverse food categories (meats, vegetables, fruits, legumes, dairy), higher levels of perceived food processing were associated with lower perceived retention of naturalness, nutritiousness, natural taste, functional post-ingestive benefits, and acceptability (liking). However, participants endorsing greater (vs. lower) food essentialism beliefs exhibited weaker relationships between perceived processing and these characteristics. We also observed variations across food categories in relationships between perceived level of processing and food properties, suggesting that some foods (i.e., milk-based products) are perceived to possess essences that are more robust despite undergoing higher levels of processing. These findings demonstrate that food-specific essentialism beliefs may be a fundamental determinant of consumers' expectations of how human intervention, such as processing, affects natural properties of foods. These beliefs may be a promising target for future research to shift consumer acceptance of processed foods.