The Liking of Foods as a Result of Exposure: Eating Doughnuts in Alaska

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Abstract
Although researchers have suggested that mere exposure may partially account for the strong regional and cultural food preferences human beings exhibit, the existing literature is equivocal on this point. To demonstrate the role of exposure in cultural food preferences, experiments must demonstrate true liking rather than relative preferences. This field study in an Alaskan fishing and cannery village lent support to the hypothesis by demonstrating that an increased rate of consumption of doughnuts in a free-feeding situation corresponded to the number of trials subjects (N = 225) had with the food. Problems with the design are discussed, and it is proposed that cultural flavor markers may become liked as a result of exposure to them.