Inge Jan Henjesand

Journal of Food Products Marketing 14(3) s. 103-124

This paper presents an experimental study to measure the effect of animality on consumers' disgust. In this study we have demonstrated how the negative emotion of disgust may be formed within meat consumption. While in the current literature animality is used as a broad and vaguely defined explanatory concept, we conceptualise and operationalise three components of animality; Meat Typicality, Vividness, and Personification. We show for each component that the more the meat stimuli can be animalised the more disgust they would provoke. Empirically, this study provides evidence for disgust with meat as being a phenomenon particularly concerning females and young consumers. The results also show a relatively good performance of personality measures as disgust sensitivity in the prediction of disgust with meat.

Journal of Consumer Behaviour 5 s. 281-291 Doi: https://doi.org/10.1002/cb.180

Recent studies have examined young females' negative sentiments toward meat in the western world. This paper explored the role of variousfactors that may trigger disgust with meat and hence avoidance of red meatamongyoungfemales. These include negative body esteem, disgust motivations related to ideational concerns, sensory-affective concerns, and anticipation of negative consequences relating to the consumption of meat. The investigation showed that all of these factors were positively related to disgust with meat, and disgust with meat influenced red meat consumption negatively.

Journal of Consumer Behaviour 5 s. 281-291

Håkansson, H, Harrison, D., Waluszewski, A., (eds): Rethinking Marketing. Towards a New Understanding of Markets

Journal of Strategic Marketing 7 s. 175-190