This study addresses the problem caused by unhealthy = tasty intuition (UTI) when positioning innovative new categories of food products. Our research on Japanese consumers’ choice of soy meat hamburgers shows that UTI formed by the old category influences choices in the new product category.

Metallic compound of ternary Al-B-C system was prepared by mechanical alloying (MA) using Al, boron and graphite powders as starting materials. MA was carried out using Spex 8000 mixer/mill for 50 hours in an argon atmosphere without process control reagent such as methyl alcohol. The MA powders obtained were heat-treated in vacuum at the temperature of 873 and 1273 K for 5 hour. Pure ternary Al-B-C compound was obtained in the chemical content of Al:B:C=55:27:18. The ternary compound obtained in this study has a new phase whose crystal structure is not identified yet.