Meat And Masculinity: Vegetarians Have An Uphill Perception Battle

Men are generally more reluctant to try vegetarian products and a new study in the Journal of Consumer Research says that is influenced by a strong association of meat with masculinity. "We examined whether people in Western cultures have a metaphoric link between meat and men" write the authors.  And they concluded there was a strong cultural connection to meat - especially muscle meat, like steak. Evolutionary psychologists would likely disagree, as do unbiased dietary scientists. read more

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