Creating a Mind Genomics Wiki for Non-Meat Analogs

Abstract

In the past few decades, several negative aspects of excess meat consumption have been identified, ranging broadly from health to environment to consumer rejections of meat analogs. At the same time, however, several new meat alternatives have emerged such as algae, insects, and cultured meat, which all present a sustainable option to reduce meat consumption. The paper assesses the psychology of the “everyday” for meat-free products, focusing on how consumers in two specific markets in the USA (California, New York) respond to messages about four specific topics involving meat-free products. These four are sensory characteristics, possible usage in products, health aspects, and environmental aspects, respectively. Each study with 100 or more respondents used experimental design of messages (Mind Genomics) to understand the degree to which the respondents reacted positively or negatively to the 16 messages in each of the four studies. The data suggest that focusing on the Total Panel or on geography, gender, or age will not reveal the dramatically different mind-sets existing in each of the four topics. We introduce the notion of the PVI, personal viewpoint identifier, to help the researcher uncover these mind-sets, and help communicate effectively with each mind-set about meat analogs or help recruit these individuals to participate in further studies.