In this article, we follow up on food scientists' findings that people judge new food technologies and related products (un)favourably immediately after just hearing the name of the technology. From the reactions, it appears that people use their attitudes to technologies they know to evaluate new technologies. Using categorization theory, in this study we have found that, by triggering associations with a familiar technology, a name of the new technology can be enough to determine emerging attitudes. Comparison between the technology used for categorization and another familiar technology had a slight influence on the attitude formation process.