When Utilitarian Claims Backfire: Advertising Content and the Uptake of Insects as Food.

We observed a marginally significant effect indicating that Utilitarian claims are negatively related to participants subjective taste ratings (coefficient: −0.7428, P = 0.07, obtained from linear regression using clustered standard errors at the session level).

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A direct assessment of the indirect effect using bootstrapping methodology corroborates this finding at the marginal significance level (effect: −0.1959, boot SE = 0.1622, 90% accelerated and corrected confidence interval = [−0.56; −0.02]).

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