A Preliminary Study on the Validity and Stability of Projective Methods: An Application of the Structural Approach of Social Representations with Traditional Mexican Cheeses.

Projective methods are qualitative tools used to study food consumer behavior. In recent years, there has been an increase in studies that use these tools to analyze consumer behavior, particularly with the word association (WA) technique. However, one of the challenges in using these methods is the stability and validity of the data. This research aimed to obtain preliminary information on the stability and validity of the associations generated by consumers with the WA technique, using the structural approach of social representations. For this, two studies were carried out; for the first study, a face-to-face survey was carried out in which 89 consumers participated, who wrote the first words that came to mind with the stimulus "Aculco" on a ballot paper. For the second study, 122 consumers completed the same task as in the first study; however, the participants were recruited from an online survey. A random sample (n = 50) of both studies was selected to explore the stability and validity of the results. In the three study samples, the words were grouped into categories and analyzed through the structural approach of social representations. The frequency of mention of the identified categories was compared with the chi-square test and the average position (AP) and the Cognitive Salience Index (CSI) were calculated. Prototype maps were built to study the structure of the categories according to the central core and peripheral areas. Cluster analysis was performed to corroborate the structure of the representations. Finally, multiple factor analysis (MFA) was performed to determine the similarity of the results obtained from the three samples using the RV coefficient. No statistical differences (p > 0.05) were identified in most of the representations (n = 11) generated from the WA task. Furthermore, the representation "Cheese and dairy products" was positioned in the central core of the three maps. The APs and the CSIs of each representation were similar in the three study samples. The RV coefficient (≥0.80) indicated similarity in the representations obtained. Results of this research can be useful for future studies that attempt to compare the stability and validity of the information based on qualitative and more flexible methodologies. Some methodological implications related to the validity and stability of projective methods are discussed.

More than words! A narrative review of the use of the projective technique of word association in the studies of food consumer behavior: Methodological and theoretical implications.

Word association (WA) is a projective and powerful technique that consists of the spontaneous generation of words from specific stimuli. This technique is used in sociology and psychology studies; however, in the Consumer and Food Science area has gained importance since it allows to explore beliefs, expectations, or attitudes in the context of food consumption behavior. The aim of this work is to present a current status on the use of this technique in the studies of food consumption behavior. A narrative review of the literature was carried out with articles published in four databases: ScienceDirect, Wiley Online Library, Emerald Insight, and Taylor & Francis. Seventy-four articles that show the use of the WA technique in different cultures were selected. WA technique has been applied in different countries, however, it has been primarily used in Latin America. WA has been applied mainly to decipher consumers' perceptions towards different aspects of food, although some works show that WA serves to understand beliefs, expectations, impressions, attitudes, and even to conceptualize different categories of food from the language of consumers. Some theoretical and methodological implications are discussed regarding the use and application of this projective technique.

Consumer and food changes in Mexican households during maximal contingency in the COVID-19 pandemic.

The Coronavirus disease (COVID-19) rapidly expanded throughout the world affecting human life in the health, social, cultural, economic and environmental aspects. On an international scale, some works have addressed the importance of the agri-food topic during the pandemic, especially about food consumption. The Mexican case is particularly relevant since it is the country with the highest proportion of overweight people. The objective of this work was to know the choices and consumption of foods in Mexican households during the period of maximal contingency. An on-line questionnaire was responded by 867 volunteers who answered about the aspects taken in consideration in their food consumption, the changes in the consumption of certain foods and the socioeconomic and health aspects of the family. Four groups were identified: "Budget consumers", "Hedonics", "Price conscious" and "Conscious". Changes in the attitudes to food are not related to the health state, overweight, or family size; but are related to income level of households and above all, to the education level. Results show an opportunity to change for healthier food habits in Mexico, mainly in the most vulnerable sectors.

Cross-cultural representations of gastronomy among consumers in two Latin American countries.

Gastronomy is one of the cultural emblems of each region and represents the way each society feeds. The aim of this article was to understand the cross-cultural representations of the concept of gastronomy among consumers in Argentina (ARG) and Mexico (MEX). A survey in which 479 consumers of both countries were recruited (ARG = 249, MEX = 230), who had to complete a word association task, was designed. Words were grouped into categories and the differences in the frequency of mention were analyzed with the Chi Square test. Furthermore, results were analyzed to identify the central core and the peripheral areas of the social representations. Cognitive Salience Index (CSI) was calculated to determine the most important representations. The representations of the gastronomy concept in both countries indicate a strong link to culture, food, pleasure by eating and sensory characteristics of foods and dishes. However, the field of representation, the hierarchy of representations and the cognitive and attitudinal importance were different among Mexican and Argentine consumers, which suggests that gastronomy promotion campaigns for both countries should be oriented according to consumers' perceptions.

Identifying consumers' profile and factors associated with the valorization of pulque: A traditional fermented beverage in Central Mexico.

The aims of this work were to (i) identify the consumers' profile of pulque through their consumption frequency and their sensory perception of this beverage and (ii) identify the factors that contribute to the valorization of pulque among Mexican consumers. A survey was designed and conducted with 221 consumers in pulque-selling locations (pulquerías) in a place of Central Mexico. Consumers were characterized according to their consumption frequency. Factors associated with the valorization of pulque were identified through Binary Logistic Regression model. Two types of consumers were identified: Frequent Consumers and Not Frequent Consumers. Both groups were comprised mostly of men, including students with medium to high levels of education. However, the first group showed more traditional and conservative behavior patterns since there was a higher proportion of consumers with a low educational level (p < 0.05) and they had more years of consumption, spend more time in the selling locations, and preferred "natural pulque." The second group of consumers was comprised mostly (p < 0.05) of women, including students with a high educational level who prefer "cured pulque." In this sense, our results showed that gender and time spent in the pulquerías together with sensory, cultural, and functional characteristics associated with the beverage influence its valorization among consumers. These results can help both producers and marketers to classify segments of consumers according to their preferences and consumption patterns in order to revalorize the pulque market. Finally, it is necessary to highlight that young consumers with high educational level show interest in this beverage, since for years its consumption has been associated with low-income populations.

Time orientation and risk perception moderate the influence of sodium warnings on food choice: Implications for the design of communication campaigns.

The inclusion of sodium warnings on food packages has been proposed as a means to encourage population to reduce sodium intake. However, consumers who focus on today rather than tomorrow or consumers who downplay or underestimate risks might pay little attention to warnings. The aim of the present study was to explore whether time orientation and perceived risk of sodium consumption may moderate the influence of sodium warnings on food choices. An online study involving 498 Uruguayan participants was carried out. Participants evaluated pairs of bread packages differing in three 2-level variables (sodium warning, type of bread and brand) and were asked to indicate the one they would choose if they were in a supermarket. Then, they answered a scale on 'consideration of future consequences' adapted to eating habits, and responded to statements measuring perceived risk of sodium consumption. Results revealed that sodium warnings had a significant effect on participants' choices. However, the efficacy of warnings was moderated by time orientation and risk perception. A focus on immediate consequences and thinking that the risk associated with sodium consumption can be compensated, decreased the efficacy of the sodium warning. These results provide experimental evidence of the potential of warnings to discourage consumption of products with high sodium content and suggest that communication campaigns accompanying the introduction of warnings should promote a future-oriented vision on eating habits, raise risk awareness and stress that the risks are not easily compensated.

Understanding consumers' perception and consumption motives towards amaranth in Mexico using the Pierre Bourdieu's theoretical concept of Habitus.

The aim of this work was to study, from a sociological approach, the perception and consumption motives of amaranth in Mexico using Pierre Bourdieu's theoretical concept of Habitus. A survey was conducted in Mexico City with 610 consumers. Socioeconomic information of gender, age, cultural and economic capitals as internal dispositions that generate social differentiation processes were collected. Consumers' perception was identified using an open question through which participants mentioned why they consider the consumption of amaranth to be good. Words, phrases or comments mentioned were grouped into categories through the lemmatization process, and analysed with Global, Per-Cell Chi Square tests and Correspondence Analysis. A Food Choice Questionnaire was used to identify consumption motives of amaranth through Exploratory Factor Analysis and Cluster analysis to identify groups of consumers according to their consumption motives. Results indicated eight categories that reflect consumers' perception towards amaranth (Health and well-being, Functionality, Mitigate hunger, Nutritional components, Nutrition, Feeding, Traditional food and Energy), which converge upon traditionality and functionality. Consumption motives were differentiated into "food as form" and "food as function". Cluster analysis showed distinction in the perception and taste for amaranth. Gender, age, cultural capital and willingness to buy novel food products with added amaranth are markers that reflect internal dispositions of consumers according to their class adscription, and therefore represent their Habitus.