Research shows link between emotions and fish consumption – Emotions play a crucial role in food choices, influencing both mood and bodily reactions. Research conducted by Nofima explored this interaction, focusing on young adults and their consumption of fish products in Norway.
Nofima’s research team, led by Kamilla Bergsnev, used an innovative model to analyse how variables such as language, smell and context influence seafood-related food choices. The report reveals that in 2023, despite numerous awareness campaigns, fish consumption among young adults remains below desired standards, a challenge the Norwegian authorities are determined to reverse.
Research results: a mosaic of reactions
Through diverse experiments, the researchers found that words used to describe fish products can evoke significantly different emotional reactions. Words such as ‘salmon‘ and ‘cod‘ tend to elicit positive responses due to their familiarity and prevalence in the Norwegian diet. In contrast, terms such as ‘herring‘ and ‘oysters‘ may generate less favourable reactions, suggesting less acceptance among young people.
The olfactory experiment and virtual reality
Interesting findings also emerged from the analysis of reactions to seafood odours. The odours of fresh cod and salmon, for example, did not show a direct correlation with the emotions evoked by the corresponding words. Furthermore, the use of virtual reality to simulate different contexts showed that the context itself can significantly influence the emotional reactions related to the olfactory experience.
Long-term implications and changes in consumption
The results of this research not only offer valuable insights into how to improve seafood marketing strategies but also point to the need for a more holistic approach that considers emotion as a key factor in consumption decisions. The example of sushi in Norway illustrates how eating habits can evolve dramatically with exposure and habit, suggesting that even less popular seafood products could gain acceptance over time.
The research conducted by Nofima therefore highlights the importance of understanding the emotional and sensory dynamics in food consumption, especially in an age when food is as much a lifestyle choice as a necessity. For the fishing industry, and for public health, investing in understanding and improving perceptions of seafood can lead to a future where fish is not only consumed for its nutritional benefits but also appreciated for its gastronomic and cultural value.
Research shows link between emotions and fish consumption
