The effect of animality on disgust response at the prospect of meat preparation—An experimental approach from Norway

This paper presents an experimental design approach to measure the effect of disgust elicitors related to the symbolic concept of “animality” on consumers’ disgust at the prospect of meat preparation. Three factors of animality were operationalised and tested; Meat Typicality, Animal Nature Typicality, and Personification. The consumer sample consisted of 119 adolescents and 117 adults from Norway (118 females and 118 males). The study employed a full factorial design (23) with these three disgust-eliciting factors as design variables. L-PLSR was performed on the data as well as a more traditional approach for hypothesis testing (ANOVA). The manipulations demonstrated for each factor that the more the meat stimuli could be animalised the more disgust they provoked.