Currently, many consumers are reluctant to consume edible-cricket protein (ECP). Chocolate brownie (CB) formulations without (WO) and with (W) 6%w/w ECP (CBWO and CBW, respectively) were presented under two informed conditions: formulated without ECP (ECP-) and formulated with ECP+benefits (ECP+). CBWO- (CBWO presented with the "ECP-" claim), CBWO+ (CBWO presented with the "ECP+" claim), CBW- (CBW presented with the "ECP-" claim), and CBW+ (CBW presented with the "ECP+" claim) were evaluated by 210 consumers for expected and actual attribute liking, and after-tasting consumption and purchase intent. Multi-way ANOVA, principal component analysis, and agglomerative clustering examined liking. Cochran-Q tests compared actual-liking profiles, purchase and consumption intent. Before tasting, CBW- obtained the lowest appearance liking, flavor liking was higher for ECP- than for ECP+ for either formulation, and ECP+ decreased aroma and overall liking only for CBWO. After tasting, CBWO had higher liking than CBW (except for aroma) for either informed condition. Regardless of the formulation, ECP- and ECP+ had similar actual liking. Nevertheless, ECP+ prevented negative disconfirmation for both formulations while ECP- decreased texture liking (for CBWO) and all liking (for CBW) upon tasting. Females' consumption intent was higher for CBWO regardless of the informed condition, but CBW+ achieved a similar purchase intent to CBWO- for both genders.
Keywords: alternative insect protein; cognitive cue; consumer behavior; entomophagy; insect consumption.