Measuring the Foreigners’ Prejudice about Korean Food using Implicit Association Test

초록

Implicit Association Test(IAT) is used in this study to measure the foreigners’ prejudice about Korean food, and first, IAT method is used to measure the foreigners’ implicit prejudice on Korean food and Western food. Second, the measured values of implicit and explicit prejudices are compared to investigate its difference. Third, the implicit prejudice compared with the explicit prejudice is verified to see whether there are differences between the foreigners for each native country. The results of Implicit Prejudice is that Americans and Japanese evaluated more positively on Western food, and Chinese evaluated more positively on Korean food. Moreover, explicit prejudice indicate that Chinese evaluated Western Food more positively. On the other hand, Americans and Japanese showed neutral prejudice on Korean and Western Food. Foreigners’ prejudice on Korean food is judged to become an important data not only on the policy direction of Korean food globalization, but also in the management of Korean restaurants subjected to foreigners and foreign tourists.

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