An investigation of flavor complexity and food neophobia

Abstract The Food Neophobia Scale (FNS) measures reluctance to try novel foods. In describing foods, the term complexity is not well defined. The objective of this work was to assess the acceptability of familiar and novel foods, with varying levels of flavor complexity in both salty and sweet foods, by food neophobics and neophilics and to assess the effect of expectation (frame-of-reference effect) and familiarity on the acceptability of foods. FNS was administered to 864 subjects, who were classified to neophobic, or neophilic based on their FNS scores. Experiment 1, which was replicated twice, focused on four familiar foods, prepared in two versions, an original version and a more flavorful version. Subjects rated foods on complexity, acceptability and expectation. Neophilics gave significantly higher acceptability ratings to complex foods than bland foods and vice versa for neophobics. The different versions of foods did not always meet panelists’ flavor expectations. Experiment 2 included eight commercial foods, four salty and four sweet, with two novel and two familiar foods used within each taste category/quality. One of the foods within the familiar or novel pairs was expected to be flavorful (e.g. chili is typically served as spicy) and the other expected to be bland. Subjects rated foods on complexity, acceptability, familiarity and expectation. Six out of the eight flavorful versions of foods were chosen by subjects as more complex. Significant factors were taste quality, novelty, expectation, and familiarity ( p