CONSUMER RESEARCH

Consumer Research

Consumer Research

Cognitive dissonance of eating insects

First of all, the people the man was nice to, they would feel more open to eating the bug, than those he was "nasty and unpleasant" to, mainly because of the attitude of the man. Second, as they ate the bugs, the experience itself with the "nice man" would feel less obligatory, and in some ways making it as enjoyable as possible, whereas with the opposite, the trajectory of the whole ordeal would be degrading and far from enjoyable. Similarly, little is known of the impacts that overharvesting of forest insects might have on ...