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

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.