Cognitive Representations of Functional Foods: A Word Association-Based Analysis Conducted with Individuals Trained in Gastronomy
DOI:
https://doi.org/10.5281/zenodo.15785833Keywords:
Aromatic plants, Functional plants, Perceptioni Word association test, Consumer perception, Sensory associationAbstract
This study aims to examine the perceptions and mental representations of individuals with formal gastronomy education regarding several commonly known aromatic and functional herbs. A qualitative research design was adopted, and data were collected through the Word Association Test (WAT), which is recognized as an effective tool for revealing individuals’ cognitive associations, conceptual schemas, and associative structures related to specific concepts. The sample consisted of 50 participants who graduated from gastronomy and culinary arts departments during the 2024–2025 academic year. Participants were presented with ten different herb names and asked to write down the first word or short expression that came to mind for each. A total of 500 associations were collected and analyzed using content analysis. Frequencies of the responses were calculated, thematic categories were constructed, and perceptual similarities among the herbs were examined. The findings reveal that some herbs were associated with sensory themes such as “freshness,” “smell,” and “sleep,” while others were linked to functional and culinary concepts such as “tea,” “spice,” and “meat dish.” Additionally, some associations reflected personal memories, cultural codes, or geographical contexts. These results indicate that perceptions of functional foods are shaped not only cognitively but also through sensory, cultural, and experiential components. The findings underscore the importance of considering the cognitive structure of the target audience in product development, education, and marketing strategies. This research provides preliminary data that serve as a foundation for interdisciplinary analyses.
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