Using consumption and reward simulations to increase the appeal of plant-based foods

Papies, E. K. , Johannes, N., Daneva, T., Semyte, G. and Kauhanen, L.-L. (2020) Using consumption and reward simulations to increase the appeal of plant-based foods. Appetite, 155, 104812. (doi: 10.1016/j.appet.2020.104812)

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Abstract

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meat-based foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasizing ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N = 170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plant-based foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Papies, Dr Esther and Johannes, Mr Niklas
Authors: Papies, E. K., Johannes, N., Daneva, T., Semyte, G., and Kauhanen, L.-L.
College/School:College of Science and Engineering > School of Psychology
Journal Name:Appetite
Publisher:Elsevier
ISSN:0195-6663
ISSN (Online):1095-8304
Published Online:19 August 2020
Copyright Holders:Copyright © 2020 Elsevier Ltd
First Published:First published in Appetite 155:104812
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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