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Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships

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  • Paul Rozin
  • Julia M. Hormes
  • Myles S. Faith
  • Brian Wansink

Abstract

Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multimethod framework, the authors explore whether there is a metaphoric link between meat and maleness in Western cultures. The authors address this in six quantifiable studies that involve (1) implicit associations, (2) free associations, (3) indirect-scenario-based inferences, (4) direct measurement profiling, (5) preference and choice, and (6) linguistic analysis and conclude that there is a metaphoric relationship between mammal muscle meat and maleness.

Suggested Citation

  • Paul Rozin & Julia M. Hormes & Myles S. Faith & Brian Wansink, 2012. "Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 629-643.
    • Handle: RePEc:oup:jconrs:doi:10.1086/664970
    DOI: 10.1086/664970
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    1. Katherine Farrow & Gilles Grolleau & Naoufel Mzoughi, 2018. "What in the Word! The Scope for the Effect of Word Choice on Economic Behavior," Kyklos, Wiley Blackwell, vol. 71(4), pages 557-580, November.
    2. Techawachirakul, Monin & Pathak, Abhishek & Motoki, Kosuke & Anne Calvert, Gemma, 2023. "Sonic branding of meat- and plant-based foods: The role of timbre," Journal of Business Research, Elsevier, vol. 165(C).
    3. Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
    4. Sarah M. Frank & Lindsay M. Jaacks & Carolina Batis & Lana Vanderlee & Lindsey Smith Taillie, 2021. "Patterns of Red and Processed Meat Consumption across North America: A Nationally Representative Cross-Sectional Comparison of Dietary Recalls from Canada, Mexico, and the United States," IJERPH, MDPI, vol. 18(1), pages 1-13, January.
    5. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness," Post-Print halshs-04159592, HAL.
    6. Klaudia Modlinska & Dominika Adamczyk & Dominika Maison & Wojciech Pisula, 2020. "Gender Differences in Attitudes to Vegans/Vegetarians and Their Food Preferences, and Their Implications for Promoting Sustainable Dietary Patterns–A Systematic Review," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    7. Debucquet, Gervaise & Lombart, Cindy & Labbé-Pinlon, Blandine, 2021. "Depicting eaters and non-eaters of abnormal fruits and vegetables: Reflections of self-identity and food culture," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Jana Friedrichsen & Manja Gärtner, 2020. "Warum essen wir so viel Fleisch?," DIW Roundup: Politik im Fokus 137, DIW Berlin, German Institute for Economic Research.
    9. Jacob Suher & Raj Raghunathan & Wayne D. Hoyer, 2016. "Eating Healthy or Feeling Empty? How the "Healthy = Less Filling" Intuition Influences Satiety," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 26-40.
    10. Magdalena Weber & Marlene Kollmayer, 2022. "Psychological Processes Underlying an Omnivorous, Vegetarian, or Vegan Diet: Gender Role Self-Concept, Human Supremacy Beliefs, and Moral Disengagement from Meat," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    11. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
    12. Meier, Johanna & Andor, Mark A. & Doebbe, Friederike C. & Haddaway, Neal R. & Reisch, Lucia A., 2022. "Review: Do green defaults reduce meat consumption?," Food Policy, Elsevier, vol. 110(C).
    13. Einhorn, Laura, 2020. "Normative social influence on meat consumption," MPIfG Discussion Paper 20/1, Max Planck Institute for the Study of Societies.
    14. Tamara M. Pfeiler & Boris Egloff, 2017. "Examining the “Veggie” Personality: Results from a Representative German Sample," SOEPpapers on Multidisciplinary Panel Data Research 941, DIW Berlin, The German Socio-Economic Panel (SOEP).
    15. Weaver, Lesley Jo & Owens, Caroline & Tessema, Fasil & Kebede, Ayantu & Hadley, Craig, 2021. "Unpacking the “black box” of global food insecurity and mental health," Social Science & Medicine, Elsevier, vol. 282(C).
    16. Frédéric Vandermoere & Robbe Geerts & Charlotte De Backer & Sara Erreygers & Els Van Doorslaer, 2019. "Meat Consumption and Vegaphobia: An Exploration of the Characteristics of Meat Eaters, Vegaphobes, and Their Social Environment," Sustainability, MDPI, vol. 11(14), pages 1-15, July.
    17. Herziger, Atar & Claborn, Kelly A. & Brooks, Jeremy S., 2020. "Is There Hope for the Double Dividend? How Social Context Can Shape Synergies and Tradeoffs between Sustainable Consumption and Well-Being," Ecological Economics, Elsevier, vol. 176(C).
    18. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Design visuel et expérience d’achat en ligne : quand l’expertise permet aux consommateurs de se (re)centrer sur l’attractivité du site d’e-commerce," Post-Print halshs-04159585, HAL.
    19. Dan King & Sumitra Auschaitrakul & Chia-Wei Joy Lin, 2022. "Search modality effects: merely changing product search modality alters purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1236-1256, November.
    20. Daniel Francisco Pais & António Cardoso Marques & José Alberto Fuinhas, 2023. "How to Promote Healthier and More Sustainable Food Choices: The Case of Portugal," Sustainability, MDPI, vol. 15(4), pages 1-23, February.
    21. Friederike Elsner & Lea Ellen Matthiessen & Dominika Średnicka-Tober & Wolfgang Marx & Adrienne O’Neil & Ailsa A. Welch & Richard Peter Hayhoe & Suzanne Higgs & Marja van Vliet & Ephimia Morphew-Lu & , 2022. "Identifying Future Study Designs for Mental Health and Social Wellbeing Associated with Diets of a Cohort Living in Eco-Regions: Findings from the INSUM Expert Workshop," IJERPH, MDPI, vol. 20(1), pages 1-20, December.
    22. Dengfeng Yan, 2016. "Numbers Are Gendered: The Role of Numerical Precision," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 303-316.

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