Mental associations with salt among Uruguayan consumers

Abstract

The present work aimed at exploring the automatic mental associations raised by salt and the influence of socio-demographic and psychographic variables on such associations. For this purpose, an online study was conducted in Uruguay using a non-probabilistic sample of 581 participants. Participants were asked to write down the first words that came to their mind when thinking of salt and to answer a questionnaire about discretionary salt consumption patterns. Then, they completed the consideration of future consequences (CFC) scale adapted for eating behaviour, a regulatory focus scale and a perceived risk of sodium consumption scale. Additionally, sociodemographic data were collected. The most frequent associations elicited by salt were related to negative health outcomes (41%), providing evidence that participants were already aware of the negative health consequences of excessive salt consumption. Responses within the themes food and flavour were also mentioned by a relatively high percentage of participants (34% and 31%, respectively). Results revealed that participants with higher perceived risk severity were more likely to associate salt with negative health outcomes while those with higher perceived risk compensation were less likely to provide responses within this theme. In addition, participants who self-reported an adequate salt consumption (i.e., a salt intake that meets dietary recommendations) were less likely to associate salt with negative health outcomes than those with low salt consumption, whereas the latter were less likely to associate salt with flavour. Results from the present work contribute to the understanding of Uruguayan’s perception, beliefs, and attitudes towards salt, providing valuable insights to inform the first steps in the development of communication strategies for reducing consumption of discretionary salt at the population level.