Free Word Association Research Articles

Is the Term "Food Consistency" Used Consistently in Consumer Science? An Exploratory Study of Consumer Association and Conceptualization.

The post-pandemic context has changed the modes for collecting data in sensory and consumer science. The objectives of this research were to analyze consumers' associations of food consistency and to study two virtual modes of the Free Word Association test (FWA). This test was administered to 209 consumers (180 women, 29 men, 18-45 years old) asynchronously (i.e. self-administered) and synchronously (i.e. face to face interviews). The Cognitive Salience Index (CSI) was calculated, and the structure of the social representation was analyzed. Correspondence analysis showed that food consistency was a mixture of concepts related to structure, hardness and several aspects of auditory (e.g., Crunchy, Crispy), tactile (e.g. Smooth, Spreadable) and oral texture (e.g., Creamy, Gummy). Slightly consistent food was associated with something soft, liquid or semisolid, and very consistent food to something hard and resistant. Consistent food was more related to "very" than to "slightly consistent." The CSI depended on the stimulus presented (p < 0.05). Regarding the social representation structure, the central core had the highest CSI for all stimuli (CSI ≥ 0.13, p < 0.05). Consumers defined "very consistent, consistent and slightly consistent food" by naming more foods in the synchronous mode than in the asynchronous one. In the asynchronous mode, consumers took more time to complete the test. The virtual FWA test (asynchronous or synchronous) showed some differences in the associations of term consistency, due to the lack of spontaneity in the first minute. It is important to adjust the methodologies to standardize the times in both modes.

Perceptions of cheese authenticity: A comparative analysis of value chain actors in Mexico

Authenticity, an ever-evolving concept, has become crucial in the context of the industrialization of food and the growing problem of food fraud. This exploratory study focuses on understanding how cheese authenticity is perceived by value chain actors in Mexico, taking into account their experiences and perspectives. Two online questionnaires were used, one aimed at consumers and the other at producers and promoters. A total of 1223 consumers, 69 producers and 26 promoters participated. The free word association (FWA) technique was used to capture the participants' unconscious perceptions. The results showed significant differences in perceived authenticity between the different actors. For consumers, authenticity was related to their own quality standards and to the influence of external international factors. For the producers and promoters, on the other hand, the authenticity of the cheese is based on the implicit characteristics resulting from the rural environment in which it is produced. These results suggest that the differences in the perception of authenticity between actors are the result of the influence of the environment, experiences and the particular conditions they experience due to their position in the value chain. The study suggests that understanding these differences can help small cheese producers differentiate themselves in the marketplace and focus their efforts on more effective strategies. It also shows the importance of taking into account the perceptions of the different actors in the value chain in order to effectively combat food fraud and promote authenticity in the Mexican cheese industry.

Keystrokes: A practical exploration of semantic drift in timed word association tasks.

This study investigates the phenomena of semantic drift through the lenses of language and situated simulation (LASS) and the word frequency effect (WFE) within a timed word association task. Our primary objectives were to determine whether semantic drift can be identified over the short time (25 seconds) of a free word association task (a predicted corollary of LASS), and whether more frequent terms are generated earlier in the process (as expected due to the WFE). Respondents were provided with five cue words (tree, dog, quality, plastic and love), and asked to write as many associations as they could. We hypothesized that terms generated later in the task (fourth time quartile, the last 19-25 seconds) would be semantically more distant (cosine similarity) from the cue word than those generated earlier (first quartile, the first 1-7 seconds), indicating semantic drift. Additionally, we explored the WFE by hypothesizing that earlier generated words would be more frequent and less diverse. Utilizing a dataset matched with GloVe 300B word embeddings, BERT and WordNet synsets, we analysed semantic distances among 1569 unique term pairs for all cue words across time. Our results supported the presence of semantic drift, with significant evidence of within-participant, semantic drift from the first to fourth time (LASS) and frequency (WFE) quartiles. In terms of the WFE, we observed a notable decrease in the diversity of terms generated earlier in the task, while more unique terms (greater diversity and relative uniqueness) were generated in the 4th time quartile, aligning with our hypothesis that more frequently used words dominate early stages of a word association task. We also found that the size of effects varied substantially across cues, suggesting that some cues might invoke stronger and more idiosyncratic situated simulations. Theoretically, our study contributes to the understanding of LASS and the WFE. It suggests that semantic drift might serve as a scalable indicator of the invocation of language versus simulation systems in LASS and might also be used to explore cognition within word association tasks more generally. The findings also add a temporal and relational dimension to the WFE. Practically, our research highlights the utility of word association tasks in understanding semantic drift and the diffusion of word usage over a sub-minute task, arguably the shortest practically feasible timeframe, offering a scalable method to explore group and individual changes in semantic relationships, whether via the targeted diffusion of influence in a marketing campaign, or seeking to understand differences in cognition more generally. Possible practical uses and opportunities for future research are discussed.

“If I say sustainable diet”: What are French consumers’ social representations?

The adoption of sustainable diets is essential to maintain our planet’s ecosystem and the well-being of its inhabitants. Scientists characterize sustainable diets by four essential dimensions: respectful of the environment, of good nutritional quality, culturally acceptable, and economically fair. The ‘sustainable diet’ concept, however, can be challenging for consumers to understand. They might partially understand the concept or have representations of the concept that are not shared between individuals, which could result in difficulty putting the recommendations into practice. Our study investigated French consumers’ social representations of sustainable diets, aiming more particularly to show if groups with different levels of education might have different representations. A free word association task was carried out by 273 participants aged between 20 and 60 years. Our results revealed common associations among the participants, including concepts such as ecology, health, environment, and locality. Sociocultural and economic dimensions were rarely mentioned, unlike the predominant environmental dimension. Segmentation analysis by education level revealed that participants in the higher education group had more multidimensional social representations. These results show that the ‘sustainable diet’ concept is not fully shared by French consumers. Clarifying the definition should improve consumer understanding, thus promoting the adoption of sustainable diet practices by all.

Food Fraud Conceptualization: An Exploratory Study with Portuguese Consumers

Food fraud refers to deceptive practices conducted for economic gain, and incidents of such fraud are often reported in the media and scientific literature. However, little is known about how European consumers perceive food fraud. To address this gap, a study explored Portuguese consumers' knowledge and perceptions of food fraud using qualitative methods such as free word association and semi-structured interviews. For this research, 340 participants were recruited, providing 911 valid words, classified into categories, major categories, and dimensions. Differences between consumers' previous exposure to food fraud and sociodemographic characteristics were explored. Additionally, other thirty-six participants were selected and interviewed, following a semi-structured guide. Interviews were transcribed, coded, and analyzed using a thematic analysis procedure. The results suggest that Portuguese consumers view food fraud as a morally reprehensible deception and are aware of its causes and impacts. However, not all consumers know the different forms of food fraud or the types of products vulnerable to fraud. Among the most repeated words were “deception”, “expiration date”, and “falsification”. Despite this food fraud awareness, most consumers believed they were not exposed to food fraud and stated that they do not conduct daily practices to reduce exposure to it. Following the chi-square and Mann-Whitney tests, significant differences (p ≤ 0.05) were identified between participants exposed and not exposed to food fraud. The study also found that consumers with higher education and self-reported exposure to food fraud had a better understanding of the issue. This study provides insights for quantitative research on consumer perceptions and beliefs about food fraud to explore further vulnerable food categories and types of food fraud in real-world scenarios.

The Empire of Affectivity: Qualitative Evidence of the Subjective Orgasm Experience.

The subjective orgasm experience (SOE) refers to its perception and/or assessment from a psychological viewpoint. Few works have approached this construct from a qualitative perspective and have never taken a consolidated theoretical model as a reference. This study aims to provide qualitative validity evidence to the Multidimensional Model of Subjective Orgasmic Experience, derived from the Orgasm Rating Scale (ORS), to qualitatively address SOE in the contexts of sexual relationships and solitary masturbation, analyzing the terms self-generated by individuals and examining the coincidence with the semantic descriptions of orgasm proposed by the ORS. Four hundred Spanish adults aged 18 to 64 years participated. The Technique of Free Association of Words was applied, and prototypical, frequency, and similitude analyses were performed. A similar description was observed concerning the terms generated in both contexts, with a higher frequency and intensity in the context of sexual relationships. In the context of solitary masturbation, negative orgasmic descriptions were evoked. Participants were able to elicit the vast majority of ORS adjectives, with Affective being the most notable dimension, followed closely by Rewards, especially in masturbation. Most of the adjectives were evoked simultaneously with those of the Affective, with "pleasurable" standing out as the most predominant one. This work provides qualitative evidence to the SOE study, ratifying the semantic composition of the ORS and thus endorsing the Multidimensional Model of Subjective Orgasmic Experience as a good theoretical model from which to continue studying the subjective orgasmic experience.

HIV serodifference: the "unsaid" in the social representations of health professionals.

To analyze social representations from the perspective of the silent zone of health professionals regarding HIV serodifference. This is a qualitative study, based on the theoretical-methodological framework of Social Representations, with the Theory of the Central Nucleus and Mute Zone by Jean Claude Abric. 51 professionals from specialized services from the metropolitan region of a capital in the northeast of Brazil participated, from October to December 2020. Interviews were applied using the free word association replacement technique, with prototypical and similarity analyzes processed in the Iramuteq software. The results showed that the central nucleus demonstrated the veiled presence of stigmas and lack of knowledge when dealing with HIV serodifference, represented by the expressions prejudice, lack of knowledge, fear, insanity, and love. The social representations attributed to the central core are anchored in prejudice, ignorance, fear, and insanity. Such meanings signal the need for improvements in the knowledge of health professionals involved in the health care network, in order to enable the praxis of care, and to confront the stigmas that permeate serodifference and cause distance between partners and health services.

Lexical-semantic abilities of five-to-six-year-old children

&amp;lt;p&amp;gt;&amp;lt;strong&amp;gt;Introduction.&amp;lt;/strong&amp;gt; The development of the semantic level of the language system begins at the end of the first year of life, when a child begins to use the first words. During childhood, the child gradually increases his/her vocabulary and learns semantic characteristics. The main aim of this paper is to determine the lexical-semantic abilities of preschool children.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;&amp;lt;strong&amp;gt;Methods.&amp;lt;/strong&amp;gt; The sample included 50 children of both sexes, aged five to six years. According to age, the respondents were divided into two groups. The first group consisted of five-year-olds, and the second of six-year-olds. The Semantic Test and the Free Word Association Test were used in the research. The semantic test assessed the development of the following categories of words: homonyms, antonyms, synonyms, and metonyms. The free word association test was used to assess the types of responses after a given stimulus word.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;&amp;lt;strong&amp;gt;Results.&amp;lt;/strong&amp;gt; The results showed that six-year-olds had higher average values compared to five-year-olds on the total score, as well as on individual lexical categories of the Semantic Test. It was also shown that five-year-old girls had higher average values compared to boys of the same age on the Semantic Test. No statistically significant differences were found between five- and six-year-olds in terms of the representation of certain types of answers on the Free Word Association Test. As for sex, it was shown that on the Free Word Association Test, girls had statistically significantly higher number of missing answers compared to boys.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;&amp;lt;strong&amp;gt;Conclusion.&amp;lt;/strong&amp;gt; It was concluded that the lexical-semantic abilities of preschool children depended on their age, and that there was certain regularity in the development of the semantic features of words and the lexical-semantic structure&amp;lt;/p&amp;gt;

The perceived authenticity in food among sociological generations: the case of cheeses in Mexico

PurposeThe study aims to identify the perceived authenticity of cheeses by consumers of different sociological generations in Mexico.Design/methodology/approachAn online questionnaire was applied to 1,204 consumers. A Free Word Association (FWA) tool was used to determine the perceived authenticity of cheeses creating categories and dimensions. The sample was segmented into sociological generations. A chi-square test and a correspondence analysis were used to identify differences in the perception between generations. The information was complemented with word clouds of the cheeses mentioned and consumer testimonials about cheese consumption.FindingsA total of 29 categories and ten dimensions revealed consumers' perception of cheese authenticity, most important of which were hedonic, rurality and new consumption. Authenticity is a mix of the pleasure of consuming the product, the link to rural life and new consumer values. Perceived authenticity is different in each sociological generation according to the dimensions of raw material, identity, market, new consumption and distrust, since it is related to the experiences of each generation. The results made it possible to contextualise another vision of the reality of the cheeses in the search for a quality seal.Practical implicationsThe information contributes to the typification and promotion of cheeses in the process of patrimonialisation, by creating differentiated marketing tools that allow their valorisation.Originality/valueThis work contributes to the knowledge of the perceived authenticity of cheeses in the sociological generations, due to their differentiation by age, sociocultural, ethical, political and consumer aspects. It enables the knowledge of the consumer's perspective on these products.

Perception of wine with protection of origin using free association: case study Mexico

Social representations can be explored as an approach in food science to understand the type of information consumers have about a product. The objective of this study was to identify the social representations given to wine with protection of origin and Mexican wine, by consumers from four regions of Mexico, and to explore its valorization elements. The verbalization of the two wines was independently examined by the free association of words, through an Internet survey carried out on a sample of Mexican wine consumers (n = 615). Wine with origin protection was mainly represented by quality attributes in the Western, Central, and South regions of Mexico, and Mexican wine was conceptualized mainly with the identity of origin; in this case both stimuli formed a general tendency towards utilitarian meanings. The conceptualization of Mexicans regarding the two wines was distributed in both tangible and intangible categories; The representations granted in each region vary depending on the relationship that the culture of that area has with wine.

Unraveling lexical semantics in the brain: Comparing internal, external, and hybrid language models.

To explain how the human brain represents and organizes meaning, many theoretical and computational language models have been proposed over the years, varying in their underlying computational principles and in the language samples based on which they are built. However, how well they capture the neural encoding of lexical semantics remains elusive. We used representational similarity analysis (RSA) to evaluate to what extent three models of different types explained neural responses elicited by word stimuli: an External corpus-based word2vec model, an Internal free word association model, and a Hybrid ConceptNet model. Semantic networks were constructed using word relations computed in the three models and experimental stimuli were selected through a community detection procedure. The similarity patterns between language models and neural responses were compared at the community, exemplar, and word node levels to probe the potential hierarchical semantic structure. We found that semantic relations computed with the Internal model provided the closest approximation to the patterns of neural activation, whereas the External model did not capture neural responses as well. Compared with the exemplar and the node levels, community-level RSA demonstrated the broadest involvement of brain regions, engaging areas critical for semantic processing, including the angular gyrus, superior frontal gyrus and a large portion of the anterior temporal lobe. The findings highlight the multidimensional semantic organization in the brain which is better captured by Internal models sensitive to multiple modalities such as word association compared with External models trained on text corpora.

Consumer Perception and Sensory Drivers of Liking of Fortified Oat Milks.

Oat milk was fortified with β-glucan at a level that attains health benefits and protein at a level equivalent to that of cow's milk. This study aimed to identify consumer perceptions and evaluate the sensory attributes of fortified plain and chocolate oat milks. Oat milk consumers (n = 106) evaluated four samples: C (Control), 0Pro (6.25 g/L β-glucan), LPro (6.25 g/L β-glucan and 15.23 g/L oat protein), and HPro (6.25 g/L β-glucan and 30.45 g/L oat protein); and they completed free-word association (FWA), liking ratings, just-about-right (JAR), check-all-that-apply (CATA), and conjoint analysis (CA). Oat milk was associated with sensory descriptors, environmental sustainability, and health benefits. C and 0Pro products were liked significantly more than LPro and HPro. C and 0Pro oat flavors and thicknesses were rated "just about right" by majority of the participants, while LPro and HPro were rated "too much". Positive CATA attributes were "smooth", "fresh", and "oat-like" while negative attributes were "rancid", "sandy", and "grainy". The CA results showed consumer interest in oat milk fortified with oat protein, containing β-glucan at a level recommended for health benefits, and with protein levels higher than cow's milk. Based on the results, β-glucan-fortified oat milk is acceptable while oat protein fortification requires reformulation or substitution with another source.

Contrasting the semantic typology biases of Deaf and hearing nonsigners in their conceptualization of time and space

AbstractThe mental lexicon offers a window into the configuration of conceptual domains such as space and time, which has been labeled as concrete the former and abstract the latter in the current embodiment approach to cognition. Space has a phonological and semantic value in sign languages, but not in spoken languages. Additionally, the representation of time by spatial means is robust in oral and sign languages. This research asks if Deaf signers and hearing nonsigners have the same conceptual organization of those domains. In their respective languages, sixty-two participants made a repeated free word association task. These results showed that the studied populations have a little overlap in the associates evocated for each clue. The analysis of the preferences of the semantic relations of the pairs clue-associate showed a greater tendency of the Deaf signers to establish thematic relations. In contrast, the hearing participants indicated a bias toward taxonomic relations. The results suggest that the abstractness or concreteness of concepts may be modulated by factors associated with linguistic modalities. However, in this compared free association norms factors related to the language deprivation of Deaf, the asymmetries in the cross-modal language contact and cross-modal borrowing were not exhaustively controlled.

Attitudes and perceptions of affected women towards endocrine endometriosis therapy: an international survey based on free-word association networks.

What are the attitudes and perceptions towards endocrine endometriosis therapy? Among the study population, endocrine endometriosis therapies are associated with negative mental images and emotions and there seems to be a pre-therapeutic information deficit on the part of physicians. Endocrine therapies, as the current standard of conservative endometriosis treatment, have good efficacy and improve symptoms and quality of life in most patients. Nevertheless, clinical practice repeatedly shows rejection on the part of patients, which may result in reduced compliance and discontinuation of therapy. Cross-sectional study among endometriosis patients using a multilingual questionnaire distributed via the most popular social media channels between November 2020 and February 2021. A total of 3348 women participated in the study. Based on a pilot phase, an international, multilingual online survey was conducted among women affected by endometriosis. The questionnaire included free-word associations and questions about personal medical history, source of information, and demographic data. Mental representations were detected based on modules of the co-occurrence network of associations. Six modules with different dominant emotional labels emerged from the confluence of associations to endocrine endometriosis therapy mentioned by participants. Five modules reflected negative mental associations, with the most frequently mentioned words being 'side effects', 'pain', 'ineffective', 'depression', and 'uncertainty'. Of the 12 most frequently selected emotions, only 'optimistic' was positive. Side effects affecting mental health are the most important reason for deciding against endocrine therapy in our survey population. Twenty-seven percent of respondents reported knowing little about endocrine therapies for endometriosis. Social media are the most frequently used sources of information and were rated as the most useful. By translating the questionnaire, questions might have been understood differently depending on the language. By using social media channels for distribution, digitally literate patients were targeted. The survey population might not be representative as patients who are critical/unhappy with therapy are more likely to seek advice from peer groups. The findings of this study replicate the findings of a recent survey in three European countries. Given the prevalence of endometriosis and the few emerging pharmaceutical alternatives, these data point to a growing need for further research and development of non-hormonal drugs for treating endometriosis. Most endometriosis patients are young and digitally literate, and much information is obtained from alternative sources, such as social media. Careful education before starting therapy should be taken seriously, and patients' concerns should be addressed individually by health care providers. This could help reduce misunderstanding and misinformation and improve treatment adherence and satisfaction. There is no funding or conflict of interest to declare. The trial is not registered at any trial registry.

Investigating mental representations of psychoactive substance use and other potentially addictive behaviors using a data driven network-based clustering method.

The aim of the present study was to examine the mental representations of the use of different substances and other potentially addictive behaviors in order to explore meaningful similarities and differences that may contribute to a better understanding of behavioral addictions' representations and diagnostic criteria. The authors mapped the mental and emotional representations of 661 participants (70.5% women; Mage = 35.2 years, SD = 11.7) to the concept "your most disturbing excessive activity" using free-word associations combined with a network-based clustering method. The network analyses identified four distinct mental representations, three implicating dominantly negative (Guilt/Shame/Relief, Addiction/Health, and Procrastination/Boredom) and one dominantly positive emotion (Stress/Relaxation). The distribution of Addiction/Health and Procrastination/Boredom representations were different across substance use and problem behaviors, indicating meaningful differences in the underlying cognitive evaluation processes. The Addiction/Health representation was more frequent for substances, while for other addictive behaviors, the Procrastination/Boredom representation was more frequent, and its frequency increased with the self-reported intensity of the behavior. Guilt/Shame/Relief was equally common for both substances and behaviors, but importantly, for substances its' likelihood increased with the intensity of use. The common part of representations for substance use and other potentially addictive behaviors supports the scientific viewpoint, that real addictions can exist even in the absence of psychoactive drugs. Based on the results, a novel proposition is posited, that a more appropriate indicator of tolerance for problem behaviors might be the perceived amount of time wasted on the activity rather than the actual time spent.

Attitudes of primary care physicians toward bariatric surgery: a free word association networks analysis.

Primary care physicians (PCPs) hold major responsibility in referring patients with obesity eligible for bariatric surgery (BS). The aim was to explore PCPs' mental representation of BS in order to identify barriers and catalysts of BS referral practices. Switzerland. A total of 3526 PCPs were invited to participate in an online survey. PCPs were asked to write the first 5 words that came to their mind about the term "bariatric surgery." Additionally, they had to pick 2 emotions that best described each provided association. Demographic data and obesity-related referral patterns were collected. Mental representation network was constructed based on co-occurrence of associations, using validated data-driven methodology. In all, 216 PCPs completed the study (response rate: 6.13%). Respondents were aged 55 ± 9.8 years, had an equal sex distribution, and practiced mainly in urban settings. Three mental representations of BS emerged: indication-focused (most frequent associations: "obesity," "diabetes"), treatment-focused ("gastric bypass," "weight loss"), and outcome-focused ("complications," "challenging follow-up"). The emotional label "interested" was used significantly more frequently in the treatment-focused group. Comparison of PCPs among mental modules showed that those with a treatment-focused mindset referred patients for BS most frequently and were significantly more willing to follow up with postbariatric patients (χ2 = 17.8, P = .022). PCPs think about BS along 3 mental representations, and the treatment-focused attitude was coupled with the highest willingness to refer eligible patients for BS. Confidence in performing postbariatric follow-up was identified as catalyst of BS referral. Access to optimal care for patients with obesity may be improved accordingly.

“Nursing students' social representation of tutorial classes in learning process: Qualitative study”

Tutorial guidance, allows nursing students to develop soft skills. The aim is to understand the social representation of nursing bachelor's degree students on tutorial guidance classes. Qualitative, descriptive-exploratory study, guided by the theory of social representations. Data collection was performed through a free word association test delivered to undergraduate nursing students. The social representation of fits into the framework of an active learning methodology. Students should be prepared for assuming an active role.

Esperança, saúde e cura: os significados da vacina contra a COVID-19

Abstract The objective of this study was to identify the meanings that Brazilians attribute to the vaccines against COVID-19. A non-probabilistic sample of 1,817 Brazilians was used, each of whom answered a sociodemographic questionnaire and then the free word association technique was applied, with the inducing stimulus “vaccine for COVID-19”. This data was analyzed using descriptive statistics in the SPSS software and the textual analysis was completed using IRaMuTeQ. The results were organized into classes: (1) “Vaccine - a glimmer of hope”, portraying the expectation of healing and freedom; (2) “Vaccine - a scientific response to prevention”, showing the role of research; and (3) “Vaccine - fears and political aspects”, highlighting obstacles to vaccination. The results also demonstrated differences in responses depending on the region; adhesion to isolation; history of infection and hospitalization for COVID-19; being a frontline health professional; and being from a risk group. It is concluded that understanding the meanings of vaccination is essential for planning more effective interventions in immunization.

Out of sight, out of mind: Effect of geographical environment on consumer’s representations

The objective of this article is to evaluate the effects of geographical distance and age on the representations of traditional products using Maroilles cheese as a case study. To test the effect of these factors, we used a free word association task with nine groups of participants from different places in France, at three different distances from the Maroilles production area (Thiérache - 0 km, Lille - 80 km and Angers - 500 km) and three different ages (18–34, 35–54, >55 years old). Our study highlights that geographic proximity promotes information sharing by consumers and constitute a building block of knowledge acquisition. Finally, our study shows that geographical distance also plays a role on the valence of the terms associated with Maroilles cheeses suggesting the importance of the concept of local identity and ethnocentrism for artisanal products.

Free word association analysis of German laypeople's perception of biodiversity and its loss.

Due to the dramatic biodiversity crisis, it is crucial to understand how people perceive biodiversity. Knowledge of how thoughts are organized around this concept can identify which ideas are best to focus on biodiversity conservation information campaigns. The primary aim of the present study was to identify social representations of the German public regarding the concept of biodiversity and its loss using a free word association test. Furthermore, unique association networks were analyzed. For this purpose, data collection was performed in September 2021 in Germany using an online questionnaire to assess participants' associations with the prompt "biodiversity" (n = 131) and "biodiversity loss" (n = 130). Additionally, we used the social network software Gephi to create biodiversity (loss) association networks. The five most commonly mentioned associations for biodiversity were "animal," "plant," "nature," "human," and "flower." For biodiversity loss, the five most commonly mentioned associations were "species extinction," "climate change," "plant," "insect," and "bee." Neither "land use change" nor "invasive species," as key drivers of biodiversity loss, were present in social representations of the German public. A difference was observed in the total number of mentioned associations between biodiversity and biodiversity loss. For both, the associations "plant" and "animal" were related. However, participants associated specific taxa only with animals, such as "insects" and "birds." For plants, no specific taxa were named. Based on the network analysis, the most commonly mentioned word pairs for biodiversity and biodiversity loss were "plant - animal" and "species loss - climate change," respectively. Based on our statistical network analysis, these associations were identified as the most central associations with the greatest influence in the network. Thus, they had the most connections and the function of predicting the flow in the network. In sum, the public's multifaceted views on biodiversity and its loss, as well as the aforementioned central associations, hold great potential to be utilized more for the communication and education of biodiversity conservation. In addition, our findings contribute to the scientific community's understanding of social representations and perceptions of biodiversity and its loss.