The influence of indulgent language and culture on the attractiveness of plant-based food.
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2022-06-21
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en
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It is essential to decrease consumption and production of meat since meat consumption has negative consequences on the environment and causes animal suffering. Many plant-based products have come on the market today because of this. Nevertheless, meat products and meals remain more attractive to consumers than plant-based products. The present study aimed to contribute to the knowledge about making plant-based products more attractive. Mental simulations of food can increase the perceived attractiveness and desire for food, and mental simulations could be aroused by indulgent language use. However, which component of indulgent language has an influence is unclear. Furthermore, the impact of indulgent language could also differ across indulgent and restraint cultures. The present study aimed to examine which component of indulgent language (sensory vs hedonic vs neutral) impacts the attractiveness, intention to buy, and the mental simulations of plant-based food and the influence of a restraint and indulgent culture on this impact. Contrary to the expectations, the indulgent language did not influence the attractiveness, intention to buy and the mental simulation of plant-based food. Furthermore, the restraint culture scored the attractiveness, intention to buy, and mental simulations of plant-based food higher than the indulgent culture. The findings of this study shed new light on the impact of sensory and hedonic language on food labels and the impact of an indulgent and restraint culture. The results suggest that while there is an effect of culture, indulgent language does not appear to play a role in the attractiveness of plant-based products in the supermarket.
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