This paper analyses consumers’‘ neophobia for novel fruits through a within-subject experimental design that evaluates consumers’‘ willingness to consume unfamiliar fruits (pomegranate, cherimoya, and horned melon) compared with well-known fruits (banana and orange). Results show that consumers are not willing to try unfamiliar fruits and prefer those that are known. At first glance, consumers express aversion to consume exotic fruits. Two unknown fruits were rejected: cherimoya (green with uneven bulging protuberances) and horned melon (yellow with pointy protuberances). However, results show a significant acceptance for pomegranate. Thus, it is possible to assume that some sensory characteristics of fruits can motivate subjects’‘ consumption. There is a way-out of fruit neophobia.
Consumer studies; exotic fruits; neophobia; food aversion; sensory marketing.