Research paper of Prof. Jaewoo Park's team published in Food Quality and Preference

A research paper entitled “Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods” authored by Prof. Jaewoo Park and others has been published in Food Quality and Preference, one of the top journals in food psychology.

This study demonstrates that celebrities’ perceived trustworthiness, knowledge about insect-based foods, and appropriateness (as an endorser of insect-based food products) are significant celebrity characteristics affecting people’s willingness to eat insect-based foods. In addition, this research also found that celebrity type (i.e., actor/actress, musician, or athlete) interacts with participant gender in terms of their willingness to eat insect-based foods.

The paper can be found on ScienceDirect.