Tags: men | meat | vegetarian

Do Real Men eat Vegetarian?

Monday, 21 May 2012 11:20 AM


Many men may are reluctant to try vegetarian foods because consumers are influenced by a strong association of meat with masculinity, according to a new study in the Journal of Consumer Research.
"We examined whether people in Western cultures have a metaphoric link between meat and men," the study authors write. "To the strong, traditional, macho, bicep-flexing, All-American male, red meat is a strong, traditional, macho, bicep-flexing, All-American food. 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."
To reach their conclusions, the investigators – from the University of Pennsylvania, Louisiana State University, University of North Carolina, Chapel Hill, and Cornell University – conducted and examined a number of experiments involving foods associated with cultural issues, such as meat and milk.
They found a strong connection between eating meat — especially muscle meat, like steak — and masculinity. They also found that meat generated more masculine words when people discussed it, and male meat eaters were viewed as 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.
The researchers suggested marketers or health advocates who want to urge people to eat more soy or vegetables need to take such cultural connections into account by, say, reshaping soy burgers to make them resemble beef or giving them grill marks.
"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 concluded.


© HealthDay

 
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Many guys are won't try vegetarian foods because of the strong link between meat and masculinity, study finds.
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2012-20-21
Monday, 21 May 2012 11:20 AM
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