01908naa a2200277 a 450000100080000000500110000800800410001902400440006010000170010424501590012126000090028052010290028965000250131865000090134365000200135265000150137265000100138765000320139765000270142970000150145670000230147170000220149470000230151670000240153977300670156321276762021-09-22       2021    bl uuuu     u00u1 u    #d7 ahttps://doi.org/10.1111/joss.126282DOI1 aVIANA, F. M.  aApplying free word association to understand the perception of fish as a meal by Brazilians with different consumption frequencies.h[electronic resource]  c2021  aThe aim of the present study was to investigate through free word association the Brazilian consumers' perception of fish as a meal and to explore whether different fish consumption frequencies play a role. The participants were split into high, occasional, and low consumption groups according to their self?reported fish consumption frequency. Brazilian consumers' general associations with fish were strongly related to health benefits, which was considered a motivating factor for the high consumption group. However, for the low consumption group, the unfamiliarity, the low convenience and the high price represent barriers to fish consumption. Although they did not present negative feelings regarding fish, it was not possible to determine the factors that influence fish consumption for the group of occasional consumers. The elaboration of semi ready?to?eat products from fish residues and further studies focusing on occasional consumers can be strategies to increase the Brazilian per capita consumption of fish.  aConsumer preferences  aFish  aFood technology  aConsumidor  aPeixe  aProduto Derivado de Pescado  aTecnologia de Alimento1 aDELIZA, R.1 aMONTEIRO, M. L. G.1 aMARTINS, I. B. A.1 aOLIVEIRA, D. C. R.1 aCONTE-JUNIOR, C. A.  tJournal of Sensory Studiesgv. 36, n. 2, e12628, p. 1-9, 2021.