| Budget Amount *help |
¥17,940,000 (Direct Cost: ¥13,800,000、Indirect Cost: ¥4,140,000)
Fiscal Year 2011: ¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Fiscal Year 2010: ¥5,200,000 (Direct Cost: ¥4,000,000、Indirect Cost: ¥1,200,000)
Fiscal Year 2009: ¥7,670,000 (Direct Cost: ¥5,900,000、Indirect Cost: ¥1,770,000)
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| Research Abstract |
This study examined consumers' perception of foods and attitudes toward them. Firstly, we explored whether the gender impression of a food appearance would affect the gender stereotypes of foods. We assessed gender stereotypes of food among young Japanese adults using a semantic priming task. Results suggest that gender-based stereotypical attitudes toward food pictures are determined by the combination of gender impressions for both the food name and its appearance. Secondly, we explored the interactive effects of the accessibility of information and the degree of carbon footprint score on consumers' value judgments of food products. Results demonstrated that the information accessibility affected the consumer valuation and understanding of carbon footprint-labeled food. These results suggest that the external factors can influence perception of and stereotypes toward foods and eating.
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