Assessing spontaneous responses to insect-based foods using BIAT and manikin task

Integrating insect-derived ingredients into Western diets presents a sustainable protein alternative but encounters cultural resistance and spontaneous aversion. Assessing automatic reactions to insect-based foods remains challenging. Here, we psychometrically evaluated two indirect measures—the Brief Implicit Association Test (BIAT) and the Manikin Task—using visually similar insect-based and traditional burger stimuli differing only in branding. Across two studies (Study 1: recruited = 123, analyzed = 103; Study 2: recruited = 145, analyzed = 136), these tasks demonstrated acceptable-to-good reliability and captured distinct facets of spontaneous evaluative and approach-avoidance responses. While correlations between indirect and explicit measures were low, some associations aligned with theoretical expectations, indicating these tools assess automatic reactions beyond self-report. These findings provide a reliable toolkit for consumer research, facilitating a nuanced understanding of implicit attitudes toward insect-based foods. Both measures are suitable for online administration, enhancing their applicability in diverse research contexts.