Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethical vs. product attributes such as sensory and nutritional advantages) interact in determining consumers' willingness to try the products. Study 1 findings indicate that emphasizing ethical benefits is more effective for promoting cultured meat, whereas highlighting product benefits is more effective for promoting cultured fruit. We found that curiosity, a strong behavioral motivator, mediates the interactive effect of product type and benefit type on willingness to try. This research underscores the need for marketing messages to be tailored to the distinct cultured product types and enriches the literature on curiosity as an important mechanism in the context of cultured food acceptance.

中文翻译：

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培养好奇心：消费者对发酵食品的道德和产品益处的反应

发酵食品有可能深刻改变食品行业。然而，目前大多数研究都集中在培养肉上，忽略了其他培养产品，并回避了不同的促销方法是否适合某些类型的培养食品的问题。为了弥合这一知识差距，我们进行了两项研究，探讨产品类型（人造肉与人造水果）和利益类型（道德与产品属性，例如感官和营养优势）如何相互作用来确定消费者尝试产品的意愿。研究1的结果表明，强调道德利益对于推广人造肉更有效，而强调产品利益对于推广人造水果更有效。我们发现好奇心作为一种强烈的行为动机，可以调节产品类型和利益类型对尝试意愿的交互作用。这项研究强调了营销信息需要针对不同的培养产品类型进行定制，并丰富了关于好奇心作为培养食品接受背景下的重要机制的文献。