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Abstract
A Semantic Differential (SD) questionnaire composed of 22 food concepts was developed and presented to 82 adult Korean-born immigrant residents and 73 adult non-Korean residents in the metropolitan area of St. Louis, Missouri. Korean participants received SD questionnaires translated into the Korean language. In addition, Koreans were asked to rate seven Korean food concepts. Results showed that the connotative meanings of Korean food items were significantly more positive than the meanings of the American food items (p=0.0l) to the Korean immigrants. Korean-born residents' connotative meanings of the 22 food concepts were statistically different from the non-Korean residents' (p=0.001). The observed demographic variables of the Korean-born immigrants, namely, gender, age, primary occupation and length of residency in the U.S. did not influence their connotative meanings of the 22 food concepts. Nor were the non-Korean residents' connotative meanings of 22 food concepts influenced by gender, age, or primary occupation. The results suggest a strong influence of ethnicity on food concepts and food choices of adult Korean immigrants.