To comply with the proposed objectives, a survey was carried out in Porto Alegre's metropolitan area in Brazil with undergraduate students at two universities. At the same time, the survey was also conducted in Cirencester with undergraduate and postgraduate students from one university in the UK. The survey comprised 28 questions divided in three sections. The first section was about the respondent's attitudes towards the purchase of new, different and innovative foods throughout the application of the 6-item Domain Specific Innovativeness Scale [DSI] developed by Goldsmith and Hofacker (1991). The five-point Likert scale items were anchored with (1) 'strongly disagree' and (5) 'strongly agree', with (3) corresponding to the neutral position 'neither agree nor disagree'. In addition, participants could choose option (9) 'I don't know' if they were unsure about the meaning of the
    question or if their influence in the shopping behaviour of food innovations was null. In this case, answers would be treated as missing values. The questions were coded so that a high score reflected higher levels of innovativeness. The theoretical range of scores for each of the measures was from 6 to 30, i.e., the sum response to these six items provides a domain-specific Phenyl Xylyl Ethane innovativeness score that ranges from minimum 6 to maximum 30. Finally, following studies from Goldsmith and Hofacker (1991), Goldsmith, Freiden and Eastman (1995) and others (Hynes & Lo, 2006; Phau & Lo, 2004) subgroups of innovators and adopters (non-innovators) were identified within each sample. The second section attempted to measure food neophobia with Pliner and Hobden's (1992) Food Neophobia Scale [FNS]. The 5-point Likert scale items were also anchored with (1) 'totally disagree' and (5) 'totally agree', with (3) corresponding to the neutral position 'neither agree nor disagree'. Option (9) Phenyl Ethyl Phenyl Ethane corresponded to 'I don't know' and answers within this category were treated as missing values. The individual scores for neophobia were obtained by summing the 10-item scores, as described by the authors. Respondents were then categorized into subgroups of neophobics and non-neophobics. Finally, the third section comprised of some demographic profiling questions as well as questions measuring the level of exposure to new technology, gadgets and specific novel foods. In Brazil, 279 valid questionnaires were obtained. Consumers were surveyed using face-to-face interviews through the self-administered survey technique. 101 valid questionnaires were obtained with the same technique from consumers surveyed in the UK. The data collected was subjected to statistic-testing such as T-test and Chi-square analysis to assess the significance between different groups of respondents. Internal consistency of DSI and the FNS components was measured by Cronbach's alpha.