...., 2022). These methods, which include free word association (FWA), enable researchers to access spontaneous and often unconscious associations that traditional questionnaires may not capture (Gambaro, 2018). This technique allows a deeper understanding of how children cognitively and emotionally relate...

... could grow even more with the acceptance of insects as food by Western consumers, as an alternative to conventional protein sources. In this context, the authors aim to collect and analyze information about consumers' perception of insects as food in Brazil, through the word association task. Design...

...Ou Wang; Xavier Gellynck; Wim Verbeke Purpose The purpose of this paper is to explore Chinese consumers’ perceptions in relation to both Chinese traditional and European food. Design/methodology/approach A web-based free word association test was administered to 302 consumers in China...