Navigation Links
Good news for veggies

Many heavy meat eaters believe they eat a lot of meat because of the taste. But according to groundbreaking new research in the Journal of Consumer Research, the reason that a beef burger tastes better than a veggie burger to some people has more to do with values than actual taste.

Authors Michael W. Allen (University of Sydney), Richa Gupta (University of Nashville), and Arnaud Monnier (National Engineer School for Food Industries and Management, France) conducted a series of studies that examined the symbolic meaning of foods and beverages. They found that when it came to tasting meat or soft drinks, what influenced participants was what they thought they had eaten rather than what they actually ate.

The authors note that meat has an association with social power, and people who scored high in the authors' Social Power Value Endorsement measure believed that a meat-containing item tasted better than a vegetarian alternative, even when both products were actually identical (one was mis-represented). Similarly, participants who supported the values symbolized by Pepsi (Exciting Life, Social Power, and Recognition) gave a more favorable rating to the product they thought was Pepsieven though they were drinking the low-price Woolworth cola.

Participants were told that they would taste either a beef sausage roll or a vegetarian alternative roll, and that they would drink either a Pepsi or a Woolworth Homebrand cola. Some received the item they were told they would receive and some were given the similar-tasting item. Then they filled out a questionnaire about values and taste, along with their current food and soft drink consumption.

"Our present findings may have implications for efforts to promote better eating habits," write the authors. "Heavy meat eaters claim that they eat meat because it tastes better than other foods, such as meat substitutes. Our results challenge that claim. Participants who ate the vegetarian alternative did not rate the taste and aroma less favorably than those who ate the beef product. Instead, what influenced taste evaluation was what they thought they had eaten and whether that food symbolized values that they personally supported strategies that might persuade heavy meat eaters to change their diet include changing the cultural associations of fruits and vegetables to encompass values that meat eaters endorse (e.g., power and strength), or challenging heavy meat eaters' assumptions about what tastes good by using in-store (blind) taste tests or showing them results of studies such as this one."


Contact: Rudy Faust
University of Chicago Press Journals

Related medicine news :

1. Coloring Compound in Fruits, Veggies May Cut Colon Cancer Risk
2. Pollen, Fruits, Veggies Help Trigger Oral Allergy Syndrome
3. Get Your Fruits & Veggies: CDC
4. Veggies Might Ward Off Age-Linked Vision Woes
5. P.A.C.K. Week Declared in Support of Fruits & Veggies-More Matters Month
6. Fruits, Veggies Wont Lower Colon Cancer Risk
7. Fish, Fruits, Veggies May Cut Dementia Risk
8. How to help baby like fruits and veggies
9. Diet and cancer prevention: New evidence for the protective effects of fruits and veggies
10. Hidden Veggies on the go hits Whole Foods Market(R) in 2008
11. Celebrity Mom Kimberly Williams-Paisley Gets Kids to Eat Their Veggies
Post Your Comments:
(Date:12/1/2015)... ... December 01, 2015 , ... The Multiple System Atrophy Coalition has announced ... Multiple System Atrophy (MSA) research, timed today to coincide with Giving Tuesday 2015, a ... including their ability to work and be productive, to do simple daily activities like ...
(Date:12/1/2015)... ... December 02, 2015 , ... ClinicoEconomics and Outcomes Research ... of treatment for osteoporosis ”. , As corresponding author Dr Ankita Modi says ... with osteoporosis. Based on a large US managed care database, women aged 55 ...
(Date:12/1/2015)... ... December 01, 2015 , ... According to an ... has filed a discrimination claim against the U.S. Department of Health and Human Services, ... Care Act (ACA) plans are breaking the clause in the law prohibiting the denial ...
(Date:12/1/2015)... ... December 01, 2015 , ... Dr. Paul Vitenas, one of the ... named by MedEsthetics magazine as the Best Single Physician Practice in the nation. Dr. ... elite aesthetic physicians honored by the industry publication. , Dr. Vitenas said he ...
(Date:12/1/2015)... York, NY (PRWEB) , ... December 01, 2015 ... ... epidemic in the 1980s we have seen vast improvements in scientific research and ... made significant strides, providing increased hope and relief to those affected by HIV/AIDS. ...
Breaking Medicine News(10 mins):
(Date:12/1/2015)... 2015   MabVax Therapeutics Holdings, Inc . (OTCQB: ... has filed an Investigational New Drug Application (IND) with ... Company,s lead fully human antibody product HuMab 5B1 as ... to initiate the Phase I clinical trial early in ... The planned Phase I trial will evaluate the ...
(Date:12/1/2015)... FRANCISCO , Dec. 1, 2015  InCarda Therapeutics, ... development and commercialization of therapies for cardiovascular conditions via ... a subsidiary business in Australia . ... trial in Australia in the ... leading investigators and medical centers in Adelaide ...
(Date:12/1/2015)... , Dec. 1, 2015  The migration ... to develop shared care plans that help patients ... care plans will be digitally enabled, incorporate care ... needs and desires. They will also allow all ... patient,s health journey is optimal. That is the ...
Breaking Medicine Technology: