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.

"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 October 2, 2014 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 October 2, 2014).

Share This



More Health & Medicine News

Thursday, October 2, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Pregnancy Spacing Could Have Big Impact On Autism Risks

Pregnancy Spacing Could Have Big Impact On Autism Risks

Newsy (Oct. 1, 2014) A new study says children born less than one year and more than five years after a sibling can have an increased risk for autism. Video provided by Newsy
Powered by NewsLook.com
Ebola Patient Told Hospital He Was from Liberia

Ebola Patient Told Hospital He Was from Liberia

AP (Oct. 1, 2014) The first Ebola patient diagnosed in the U.S. initially went to a Dallas emergency room last week but was sent home, despite telling a nurse that he had been in disease-ravaged West Africa, the hospital acknowledged Wednesday. (Oct. 1) Video provided by AP
Powered by NewsLook.com
Robotic Hair Restoration

Robotic Hair Restoration

Ivanhoe (Oct. 1, 2014) A new robotic procedure is changing the way we transplant hair. The ARTAS robot leaves no linear scarring and provides more natural results. Video provided by Ivanhoe
Powered by NewsLook.com
Insertable Cardiac Monitor

Insertable Cardiac Monitor

Ivanhoe (Oct. 1, 2014) A heart monitor the size of a paperclip that can save your life. The “Reveal Linq” allows a doctor to monitor patients with A-Fib on a continuous basis for up to 3 years! Video provided by Ivanhoe
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