Polarizing Plates: Both Omnivores and Vegans Represent In-Group Foods With Eating Simulations

Author:

Davis Tess1ORCID,Harkins Libby1,Papies Esther K1

Affiliation:

1. University of Glasgow, UK

Abstract

In two pre-registered experiments, we assessed how people cognitively represent meat and plant-based foods, to examine processes underlying dietary polarization in society. Food descriptions from U.K.-based omnivores ( NExp. 1 = 109; NExp. 2 = 436) and vegans ( NExp. 1 = 111; NExp. 2 = 407) were coded for features about consumption and reward (e.g., “rich,” “indulgent,” and “treat”) or features independent of the consumption situation (e.g., “healthy,” “protein,” and “eco-friendly”). Participants used more consumption and reward features for diet-congruent dishes (meat dishes for omnivores and plant-based dishes for vegans) than for diet-incongruent dishes (vice versa). Omnivores focused on abstract, long-term consequences of plant-based foods, whereas vegans focused on the socio-political associations with meat foods. Consumption and reward features also positively predicted attractiveness ratings, the likelihood of ordering a dish, and eating intentions. These findings indicate the cognitive processes of polarized dietary groups that may hinder the mainstream transition to more sustainable food choices.

Funder

Economic and Social Research Council

Publisher

SAGE Publications

Subject

Social Psychology

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