This meat or that alternative? How masculinity stress influences food choice when goals are conflicted

Introduction: This research integrates literature on masculinity stress—the distress experienced as the result of a perceived discrepancy with male gender norms—with research on goal conflict to examine preferences for plant-based meat alternatives (PBMAs). Men experiencing masculinity stress are likely to hold salient a goal of being masculine, which should lead to less preference for PBMAs. However, many of these men simultaneously hold competing goals, such as making ethical food choices, which remain inhibited in favor of the focal masculinity goal. We argue that once men experiencing masculinity stress highlight their masculinity through the selection of a manly product, they satisfy that higher-order goal and are then free to pursue previously inhibited goals, such as making an ethical choice through the selection of PBMAs. Methods: We present the results of three studies supporting these expectations. Study 1 tests the link between masculinity stress and meat (alternative) consumption using consumer search behavior collected from Google Trends, showing that masculinity stress is positively (negatively) correlated with searches for red meat (PBMAs). Study 2 shows that men experiencing masculinity stress are more inclined to choose PBMAs, provided they are presented within a masculine product context. Study 3 presents a parallel mediation model, showing that ethical considerations (as opposed to masculine goals) shape the choice of PBMA preference. Results and discussion: We conclude with a discussion of theoretical implications for the impression management strategies utilized by men experiencing masculinity stress and practical implications for the growing PBMA industry

The genetic architecture of the human cerebral cortex

The cerebral cortex underlies our complex cognitive capabilities, yet little is known about the specific genetic loci that influence human cortical structure. To identify genetic variants that affect cortical structure, we conducted a genome-wide association meta-analysis of brain magnetic resonance imaging data from 51,665 individuals. We analyzed the surface area and average thickness of the whole cortex and 34 regions with known functional specializations. We identified 199 significant loci and found significant enrichment for loci influencing total surface area within regulatory elements that are active during prenatal cortical development, supporting the radial unit hypothesis. Loci that affect regional surface area cluster near genes in Wnt signaling pathways, which influence progenitor expansion and areal identity. Variation in cortical structure is genetically correlated with cognitive function, Parkinson's disease, insomnia, depression, neuroticism, and attention deficit hyperactivity disorder

It Might be Ethical, but I Won\u27t Buy it: Perceived Contamination of, and Disgust Towards, Clothing Made From Recycled Plastic Bottles

A popular trend within the fashion industry is to transform recycled plastic bottles into attire, though little research has examined consumer acceptance of these items. This study integrates evolutionary perspectives on contagion, contamination, and the emotion of disgust to explore consumer perception of such goods. Across three studies, this study shows that consumers view products made from used recycled plastic bottles as contaminated, decreasing purchase intentions. Further, this contamination perception is heightened among those with high disgust sensitivity. This study also shows an important boundary condition to this effect, where consumers express greater intentions to use a product made from recycled plastic bottles when it is not touching the skin (e.g., carrying a bag) compared to those that are in contact with skin (e.g., T-shirt). Finally, this study shows how marketers can harness this effect by exploiting the evolutionary response to attractive others using the plastic bottles, which results in positive contamination and an increase in willingness to pay. In so doing, the current research is the first to show that highlighting the recycled nature of a product can actually serve as a contamination cue, adding to our theoretical understanding of perceived contamination and the resulting emotion of disgust

The Effect of Skeuomorphic Digital Interfaces on the Illusion of Control Over Gambling Outcomes

The current research focuses on how the use of skeuomorphs in digital design interacts with an illusion of control to influence gambling behavior. Skeuomorphism is a design concept in which an aspect of a modern item is made to represent its outdated counterpart, even if this representation serves no functional purpose, such as hands dealing cards or horses racing on the screen of a digital machine. It is proposed that the inclusion of these non-essential links to physical objects in digital gambling games interacts with a player\u27s illusion of control over the outcome to influence behavior. Shown across a pretest and three experiments, the inclusion of skeuomorphic elements in the design of gambling games, compared to a minimalistic flat design, increases amount gambled. Additionally, skeuomorphism and manipulated illusion of control interact to further increase the amount gambled. The manuscript concludes with a discussion on the practical, theoretical, and policy implications of this research

Mitigating the Detrimental Effect of Skeuomorphism on Gambling Behavior

Skeuomorphism is a design style that retains superfluous aspects in modern designs. A strong proponent of skeuomorphism is the gambling industry, with many digital games appearing similar to physical games (e.g., barrels spinning on digital slot machines), even though these elements serve no functional purpose. Despite the extensive use of skeuomorphs in modern gambling interfaces, little research has examined their link to gambling behavior and, in particular, their potential negative effects on well-being. Through three studies, the current research finds evidence that skeuomorphic design elements (vs. flat design) can increase amount gambled in games of pure chance, an effect that is moderated by locus of control (i.e., internals show a greater effect). Further, highlighting the uncontrollability of skeuomorphic games significantly reduces intended amount bet, thus impacting well-being. Implications of these findings for consumers, advocacy groups, policy makers, and marketers are discussed

Better or different? Self‐differentiating appeals interact with self‐theories to predict volunteer intentions

This research explores how charities can harness individuals' desire for self‐enhancement in their advertisements to boost volunteerism. Two studies examine the effects of advertising which promote either horizontal differentiation (appeals to uniqueness, existing skills) or vertical differentiation (appeals to status, skill acquisition) and how these interact with consumers' self‐theories (incremental—belief in changeable attributes through effort, or entity—belief in unchangeable attributes). Study 1 (n = 183, 56% female) shows entity theorists are more inclined to volunteer following horizontally framed appeals, while incremental theorists respond similarly to both types of appeals. Study 2 (n = 107, 58% female) builds on this, revealing that self‐theory influences the type of individuation (horizontal or vertical) sought by individuals, in turn enhancing volunteer intentions. These findings highlight the complex relationship between self‐theory and advertising appeals in motivating volunteerism, offering valuable insights for creating effective charitable ads and understanding volunteer motivations

Identifying and Addressing the Health Halo Surrounding Plant-Based Meat Alternatives in Limited-Information Environments

In limited-information environments like restaurants, consumers are forced to make health inferences by drawing from the menu or promotional materials or by using their intuition. Understanding such health inferences related to plant-based meat alternatives (PBMAs), which are available at a rapidly growing number of restaurants, is increasingly important. In addition to their clear environmental benefits, PBMAs are widely promoted as being healthier than traditional meat. Across five experiments, results illustrate that although some perceptions of PBMAs are aligned with reality (e.g., environmental friendliness), consumers greatly underestimate calories and nutrition (e.g., fat, sodium) relative to objective values. Additionally, consumers believe PBMAs are substantially healthier than, and decrease disease risk relative to, traditional meat, which is not always true. The currently accepted interventions of calorie labeling and nutrition information disclosure are not enough to attenuate this health halo. However, ensuring that consumers actively compare menu items realigns perceptions with reality. The health halo resulting from inferences formed with the limited information available at the point of purchase has numerous implications for public health, sustainable consumerism, and public policy decisions

EFFECTS OF PERCEIVED SCARCITY ON COVID-19 CONSUMER STIMULUS SPENDING: THE ROLES OF ONTOLOGICAL INSECURITY AND MUTABILITY IN PREDICTING PROSOCIAL OUTCOMES

In 2021, the United States government provided a third Economic Impact Payment (EIP) for those designated as experiencing greater need due to the COVID-19 pandemic. With a particular focus on scarcity and ontological insecurity, we collected time-separated data prior to, and following, the third EIP to examine how these variables shape consumer allocation of stimulus funds. We find that scarcity is positively associated with feelings of ontological insecurity, which, interestingly, correlates to a greater allocation of stimulus funds towards charitable giving. We further find evidence that mutability moderates the relationship between ontological insecurity and allocations to charitable giving. In other words, it is those who feel most insecure, but perceive that their resource situation is within their control, who allocated more to charity giving. We discuss the implications of these findings for theory, policy-makers, and the Transformative Consumer Research (TCR) movement