A recent study reveals that people’s preferences for real versus fake meat may be more in their minds than in their taste buds, highlighting the role of expectations and societal norms in shaping our food choices.
The Blind Test of Whether People Prefer the Taste of Real Meat or Fake Meat Might Surprise You
Can you guess?
A recent study conducted by NECTAR, a nonprofit that researches ‘alternative protein’ products, has shed new light on our preferences for real versus fake meat. In a blind taste test involving thousands of self-proclaimed omnivores and flexitarians, the results were striking.
The Results Are Surprisingly One-Sided
When averaging out the responses from 2,684 participants, it was found that they overwhelmingly preferred the animal ‘benchmark’ products they were given alongside fake meat alternatives. This suggests that preferences for real or fake meat may be more in our minds than in our taste buds.
Personal preferences refer to individual tastes, opinions, and habits that shape one's behavior, choices, and decisions.
Research suggests that preferences are influenced by a combination of genetic and environmental factors, including upbringing, culture, and life experiences.
Studies have shown that people tend to form strong preferences for things they are familiar with or that provide a sense of comfort and security.
Understanding personal preferences is essential in various aspects of life, such as relationships, work, and consumer behavior.
However, when accounting for the disparities in quality between brands, a different picture emerges. For instance, when participants were given unbreaded ‘chicken‘ cutlets from Impossible Foods, 60% of them said it tasted as good or better than real ‘chicken‘ from Purdue.
The Power of Expectations
Experts point to the role of expectations and societal norms in shaping our perceptions of food. According to Daniel Rosenfeld, a University of California Los Angeles behavioral scientist who specializes in plant-based food perceptions, ‘People don’t just taste food in an objective way.‘ He notes that societal norms play a significant role in how people feel about certain foods.
When it comes to expectations regarding plant-based foods, for example, the researcher found that so-called ‘carnists‘ (people who strongly believe eating animals is a human right) were more likely to expect vegan food to taste gross. This highlights the importance of social norms in shaping our default preferences when it comes to food.
Vegan food has gained immense popularity in recent years, with more people adopting a plant-based lifestyle.
This dietary choice excludes all animal products, including meat, dairy, eggs, and even honey.
The benefits of veganism include reduced greenhouse gas emissions, improved heart health, and weight management.
According to a survey, 39% of Americans now identify as flexitarians or vegetarians, with 5% strictly following a vegan diet.
Popular vegan staples include legumes, tofu, tempeh, and seitan.
The Consequences of Conformity
Rosenfeld also notes that people tend to conform to what they see as popular options, rather than challenging their own expectations. When social norms with a product get set in place, it’s ‘pretty hard to change that default,‘, he says. This conformity can have significant implications for our food choices and preferences.
Social norms are unwritten rules that govern human behavior in a given culture or society.
They dictate what is considered acceptable or unacceptable behavior, influencing how individuals interact with each other.
Social norms can be implicit, learned through observation and experience, or explicit, stated through laws and regulations.
Adherence to social norms helps maintain social order and cohesion, while deviations from them can lead to conflict and social change.
Conclusion
The study’s findings suggest that our preferences for real versus fake meat may be more complex than we think. By understanding the role of expectations and societal norms, we can gain a deeper insight into why people prefer certain foods over others. As Rosenfeld so aptly puts it, ‘When social norms with a product get set in place, it’s pretty hard to change that default.‘
