2 - (OP28) Calibrating Neophobia Through Reappraisal: Sensory vs. Value Pathways in Novel Protein Acceptance

As the global food system shifts toward sustainable protein sources to mitigate climate change, "Food Neophobia", the reluctance to eat novel or unknown foods, remains a significant psychological barrier. While novel proteins such as yeast and insect-based foods offer ecological benefits, they often trigger innate anxiety and avoidance behaviors. Grounded in Cognitive Behavioral Therapy (CBT) principles of cognitive restructuring and exposure, this study investigates the neurocognitive mechanisms underlying the rejection of novel proteins and evaluates the efficacy of different cognitive reappraisal strategies.
Using a randomized experimental design, participants (N=70) were screened using the Food Neophobia Scale (FNS) and categorized into High-Neophobia and Low-Neophobia groups. While wearing synchronized fNIRS and EEG, participants viewed images of novel proteins (yeast and insect-based) and familiar proteins. we compared two framing strategies: (1) Sensory Reappraisal (focusing on familiar taste/texture) and (2) Value-based Reappraisal (focusing on environmental benefits). Multi-modal measures included fNIRS (dlPFC, ACC), EEG time-frequency analysis (focusing on frontal Theta power for cognitive conflict and Alpha asymmetry for approach/withdrawal motivation), and Eye-tracking (initial fixation and total dwell time).
Results from HLM and ANOVA indicated that High-Neophobics exhibited significantly higher N2 amplitudes (p < .01, d = .75) and increased ACC activation in response to novel proteins, reflecting heightened cognitive conflict and threat perception. Eye-tracking data revealed a pronounced attentional avoidance pattern (shorter dwell times) in this group. Crucially, the Sensory Reappraisal strategy was significantly more effective than Value-based information in reducing N2 amplitudes and increasing dlPFC-mediated executive control (p < .05, d = .58), leading to a higher willingness-to-pay (WTP) for novel proteins.
These findings suggest that for highly neophobic individuals, initial interventions may benefit from sensory-focused cognitive restructuring to lower the primary affective barrier. However, for those with high environmental values, value-based framing remains crucial for sustained motivation. This differential response profile underscores the need for precision public health communication, directly supporting WCCBT’s mission by making sustainable diets psychologically accessible to diverse populations.