arbiter
JournalsAccount

An Online Experiment into the Effects of Masculine-Themed versus Neutral Meat Alternative Marketing on Men’s Perceived Association between Meat and Masculinity

Gaëlle Ouvrein et al.

Journal of Food Products Marketing2025https://doi.org/10.1080/10454446.2025.2557805article
ABDC B
Weight
0.50

Abstract

Men often associate meat with masculinity, making meat reduction challenging. This study tested whether masculine-themed marketing messages (based on colors, fonts and wordings) for meat alternatives can influence men's perceived association between meat and masculinity. In an online experiment (N = 231men, Mage = 35.64), participants viewed either "manly" or neutral ads for plant-based pizza and vegan nuggets. Perceived masculinity of meat (MoM) was measured before and after exposure. The New Masculinity Inventory (NMI) was included to assess openness to non-traditional masculinity. Results indicate that the condition was unrelated to perceived MoM. NMI was related to the perceived MoM, meaning that men who are more open to alternative forms of masculinity expressed a weaker association between meat and masculinity. This variable also functioned as a moderator, indicating that men in the neutral condition showed a stronger decrease in their perceived MoM compared to men who saw the manly advertisements.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1080/10454446.2025.2557805

Or copy a formatted citation

@article{gaëlle2025,
  title        = {{An Online Experiment into the Effects of Masculine-Themed versus Neutral Meat Alternative Marketing on Men’s Perceived Association between Meat and Masculinity}},
  author       = {Gaëlle Ouvrein et al.},
  journal      = {Journal of Food Products Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/10454446.2025.2557805},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

An Online Experiment into the Effects of Masculine-Themed versus Neutral Meat Alternative Marketing on Men’s Perceived Association between Meat and Masculinity

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.