Abstract
Altering consumer demand for meat calls for a deep understanding of the factors consistently influencing people’s appetite for meat and thus acting as a barrier to dietary change. Previous research has supported the link between meat and masculinity and its implications for mate appeal, whereby omnivores are perceived as more attractive potential romantic partners due to greater perceived masculinity. The present study extends this research by distinguishing between the role of dietary preference on short- and long-term mate appeal. An experimental study presented participants with profiles of ostensible men either described as having omnivorous or vegetarian diets. Results indicated that there were no differences in mate desirability nor in perceived intelligence, wealth or caringness, contradicting previous research highlighting the romantic benefits of meat consumption. Vegetarian men, however, were rated as more faithful, possibly alluding to some greater appeal for long-term romantic relations, but further replications are needed. Implications and directions for further research are discussed.
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