In this study the author explores the approaches used during the rationing period of World War II to encourage citizens to incorporate protein-rich organ meats into their protein deficient diets. His study reveals that individuals with the primary purchase power, in terms of which food products are bought in a household, play an important role in determining the way food reaches that household. Conventional perceptions of soy and the evolution of these perceptions are also explored.

The results of the study lead to five key approaches in facilitating the acceptance of soy-based foods: increasing the availability of soy foods, increasing substitutability of soy foods, using alternative frames of reference, achieving compromise of groups, and changing the salience of consumer beliefs. Further research topics are proposed such as examining the effect of communicating health benefits through food labels along with the credibility of such health claims.

For more information see Wansink, Brian, Steven Sonka, Peter Goldsmith, Jorge Chiriboga, and Nilgün Eren (2005), “Increasing the Acceptance of Soy-Based Foods,” Journal of International Food and Agribusiness Marketing, 17:1, 35-55 © 2005 The Haworth Press, Inc. Binghamton, NY http://www.HaworthPress.com. Article copies available from The Haworth Document Delivery Service: 1-800-HAWORTH, e-mail: docdelivery@haworthpress.com

Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu

*This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.

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