Featured Research

from universities, journals, and other organizations

You are what you eat: Why do male consumers avoid vegetarian options?

Date:
May 16, 2012
Source:
University of Chicago Press Journals
Summary:
Why are men generally more reluctant to try vegetarian products? According to a new study consumers are influenced by a strong association of meat with masculinity.

Why are men generally more reluctant to try vegetarian products? According to a new study in the Journal of Consumer Research, consumers are influenced by a strong association of meat with masculinity.
Credit: Subbotina Anna / Fotolia

Why are men generally more reluctant to try vegetarian products? According to a new study in the Journal of Consumer Research, consumers are influenced by a strong association of meat with masculinity.

Related Articles


"We examined whether people in Western cultures have a metaphoric link between meat and men," write authors Paul Rozin (University of Pennsylvania), Julia M. Hormes (Louisiana State University), Myles S. Faith (University of North Carolina, Chapel Hill), and Brian Wansink (Cornell University). The answer, they found, was a strong connection between eating meat -- especially muscle meat, like steak -- and masculinity.

In a number of experiments that looked at metaphors and certain foods, like meat and milk, the authors found that people rated meat as more masculine than vegetables. They also found that meat generated more masculine words when people discussed it, and that people viewed male meat eaters as being more masculine than non-meat eaters.

Most of the studies took place in the United States and Britain, but the authors also analyzed 23 languages that use gendered pronouns. They discovered that across most languages, meat was related to the male gender.

"To the strong, traditional, macho, bicep-flexing, All-American male, red meat is a strong, traditional, macho, bicep-flexing, All-American food," the authors write. "Soy is not. To eat it, they would have to give up a food they saw as strong and powerful like themselves for a food they saw as weak and wimpy."

If marketers or health advocates want to counteract such powerful associations, they need to address the metaphors that shape consumer attitudes, the authors explain. For example, an education campaign that urges people to eat more soy or vegetables would be a tough sell, but reshaping soy burgers to make them resemble beef or giving them grill marks might help cautious men make the transition.

"In marketing, understanding the metaphor a consumer might have for a brand could move the art of positioning toward more of a science," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Paul Rozin, Julia M. Hormes, Myles S. Faith, and Brian Wansink. Is Meat Male? A Quantitative Multi-Method Framework to Establish Metaphoric Relationships. Journal of Consumer Research, October 2012

Cite This Page:

University of Chicago Press Journals. "You are what you eat: Why do male consumers avoid vegetarian options?." ScienceDaily. ScienceDaily, 16 May 2012. <www.sciencedaily.com/releases/2012/05/120516152532.htm>.
University of Chicago Press Journals. (2012, May 16). You are what you eat: Why do male consumers avoid vegetarian options?. ScienceDaily. Retrieved April 25, 2015 from www.sciencedaily.com/releases/2012/05/120516152532.htm
University of Chicago Press Journals. "You are what you eat: Why do male consumers avoid vegetarian options?." ScienceDaily. www.sciencedaily.com/releases/2012/05/120516152532.htm (accessed April 25, 2015).

Share This


More From ScienceDaily



More Health & Medicine News

Saturday, April 25, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

85 Killed in Niger by Meningitis Since Start of Year

85 Killed in Niger by Meningitis Since Start of Year

AFP (Apr. 24, 2015) A meningitis outbreak in Niger has killed 85 people since the start of the year prompting authorities to close schools in the capital Niamey until Monday. Video provided by AFP
Powered by NewsLook.com
C-Section Births a Trend in Brazil

C-Section Births a Trend in Brazil

AFP (Apr. 24, 2015) More than half of Brazil&apos;s babies are born via cesarean section, as mothers and doctors opt for a faster and less painful experience despite the health risks. Duration: 02:02 Video provided by AFP
Powered by NewsLook.com
Anti-Malaria Jab Hope

Anti-Malaria Jab Hope

Reuters - News Video Online (Apr. 24, 2015) The world&apos;s first anti-malaria vaccine could get the go-ahead for use in Africa from October if approved by international regulators. Paul Chapman reports. Video provided by Reuters
Powered by NewsLook.com
3D Food Printing: The Meal of the Future?

3D Food Printing: The Meal of the Future?

AP (Apr. 23, 2015) Developers of 3D food printing hope the culinary technology will revolutionize the way we cook and eat. (April 23) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins