Have you ever noticed that some people strongly dislike meatless dieters? Researchers from the University of Vaasa asked 3,600 participants to evaluate a fictional shopper based on their grocery lists, and found that those who ate plant-based meat alternatives were judged more harshly. But why do plant eaters face this extra social judgment? Meat alternatives could represent a symbolic threat to "traditional values." "Our results suggest that those consumers who seem to favor meat alternatives evoke stronger feelings of anger and envy in observers with high need for status," researchers wrote. Flexible shoppers who purchased both meat and meat alternatives, however, experienced the most favorable treatment. (Study Finds)
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