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The effect of animality in the consumption experience - A potential for disgust

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Kjetil Aune

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kjetil.aune@nofima.no

Journal of Food Products Marketing ; Volume 14. p. 103–124. 2008

Kubberød, Elin; Ueland, Øydis; Dingstad, Gunvor; Risvik, Einar; Henjesand, Inge Jan

This paper presents an experimental study to measure the effect of animality on consumers’ disgust. In this study we have demonstrated how the negative emotion of disgust may be formed within meat consumption. While in the current literature animality is used as a broad and vaguely defined explanatory concept, we conceptualise and operationalise three components of animality; Meat Typicality, Vividness, and Personification. We show for each component that the more the meat stimuli can be animalised the more disgust they would provoke. Empirically, this study provides evidence for disgust with meat as being a phenomenon particularly concerning females and young consumers. The results also show a relatively good performance of personality measures as disgust sensitivity in the prediction of disgust with meat.