It is well-known that consumers in general present some level of resistance in adopting innovation, especially in items of high technology. Rogers (1962), in his seminal work with the Innovation Adoption Curve model, segmented the adoption behaviour amongst five categories of individuals, based on their willingness to be more or less open to innovation. From innovators to laggards, individuals range on a continuum. The model, also known as Multi-Step Flow Theory or Diffusion of Innovation Theory, proposes that some consumers are more averse to the adoption of innovation than others, but it does not indicate clear boundaries of consumption behaviour to delineate the differences between the segments. Moreover, Rogers' model is based on the adoption of technological innovation and it is known that technology per se presents, to some consumers,
    barriers regarding how to use or operate a machine, a bank terminal or a gadget. Nevertheless, consumers also show resistance to the adoption of new food products that are introduced into the market. This could be related to cultural habits, to socio-demographic behaviour, lifestyle or the period of life one is living. It is also known that some consumers are more traditional than others and these could be the 'gatekeepers' of innovation adoption in some societiesPhenyl Xylyl Ethane. The rejection of some food products may also be related to food neophobia, which could be defined as "a strong avoidance to try novel, unfamiliar foods", such as ethnic food, for example (Pliner & Hobden, 1992, p. 105). For food-neophobic consumers, familiarity of food may be a central determinant of food acceptance, and constitute a barrier to the successful introduction of new food products in the market. Eating habits of the Brazilian population, for instance, can vary considerably around the country Capsule oil LRC-201. Not to mention Portuguese and Spanish, the southern region is also strongly influenced by Italian and German cuisine that came with the immigrants who colonized the region in the 1800s. In the northeast, the geographical proximity with the sea and the mix of Portuguese, African and Indigenous culinary habits since the XVI century has led to singular gastronomic characteristics (Souza & Hardt, 2002). Such variety might