ABSTRACT
Functional foods, and specifically probiotics, are important products present in retail worldwide. Probiotics comprise "live microorganisms that, when administered in adequate amounts, can confer a health benefit on the host". This study aimed to investigate the effect of culture on probiotic foods social representation. A total of 818 consumers from seven countries (Argentina, Brazil, Honduras, Mauritius, Mexico, Peru, and Slovenia) participated in the study. A free word association task was performed with the inductor term "probiotic food," followed by lemmatization, categorization, and prototypical analysis of the social representation. The results indicated that the term health was common in all countries studied, as well as other positive aspects such as benefits, well-being, and functional foods. This study helped to shed light and better understand the role of culture in the social representation of probiotics.