Is Meat Male? A Quantitative Multi-Method Framework to Establish Metaphoric Relationships

44 Pages Posted: 30 Jul 2014

See all articles by Paul Rozin

Paul Rozin

University of Pennsylvania - Department of Psychiatry

Julia Hormes

Louisiana State University Medical Cente; Louisiana State University Medical Cente

Myles Faith

University of North Carolina (UNC) at Chapel Hill

Brian Wansink

Cornell University

Date Written: November 4, 2011

Abstract

Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages have typically been qualitatively generated, this paper presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multi-method framework, we explore whether there is a metaphoric link between meat and maleness in Western cultures. We address this in six quantifiable studies which involve 1) implicit associations, 2) free associations, 3) indirect scenario-based inferences, 4) direct measurement profiling, 5) preference and choice, and 6) linguistic analysis. We conclude that there is a metaphoric relationship between mammal muscle meat and maleness.

Suggested Citation

Rozin, Paul and Hormes, Julia and Faith, Myles and Wansink, Brian, Is Meat Male? A Quantitative Multi-Method Framework to Establish Metaphoric Relationships (November 4, 2011). Journal of Consumer Research, Vol. 39, October 2012. Available at SSRN: https://ssrn.com/abstract=2473793

Paul Rozin

University of Pennsylvania - Department of Psychiatry ( email )

Philadelphia, PA 19104
United States

Julia Hormes

Louisiana State University Medical Cente ( email )

New Orleans, LA 70112
United States

Louisiana State University Medical Cente ( email )

New Orleans, LA 70112
United States

Myles Faith

University of North Carolina (UNC) at Chapel Hill ( email )

102 Ridge Road
Chapel Hill, NC NC 27514
United States

Brian Wansink (Contact Author)

Cornell University ( email )

Ithaca, NY 14853
United States

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