Negative Consumer Research Articles

Mobile Phone Dependence of College Students: Basis for A Course of Action

This research investigates Mobile Phone Dependence (MPD) among university students at X University, revealing a 100% smartphone ownership rate, with 33.4% experiencing MPD. Factors contributing to MPD include social allure, negative consumer culture, chaotic online practices, and the absence of real-world support. School-related factors include outdated teaching methods, inadequate guidance, while family factors implicate parental influence and neglect. Personal factors involve weak self-discipline, unclear goals, loneliness, psychological needs, and addiction psychology. MPD impacts academics, social skills, physical and mental health, economics, consumer mindset, and behavior. Demographic variables exhibit significant variations in MPD. The study recommends multifaceted interventions, emphasizing social governance, higher education, family education, and self-education, supported by collaborative governance. Future research should deepen fundamental theories, expand survey scope, strengthen empirical research, and employ action research for effective implementation of intervention strategies. Action research involves forming a multidisciplinary team, engaging stakeholders, assessing the current scenario, designing targeted interventions, and continuously adapting strategies based on real-time data. This research provides a comprehensive understanding of MPD and offers a strategic framework for addressing this issue among college students.

In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement

PurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.Design/methodology/approachAcross two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.FindingsIn Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.Practical implicationsThis study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.Originality/valueThis paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.

205 An autosomal recessive mutation in PYGM causes myophosphorylase deficiency in composite cattle

Abstract Between 2020 and 2022, eight calves (6 heifers, 2 bulls) in a Nebraska herd (composite Simmental, Red Angus, Gelbvieh) experienced exercise intolerance during extended physical activity. These calves exhibited an inability to keep pace with the rest of the herd, with some eventually succumbing to physical collapse from which they did not recover. Increased creatine kinase, an indication of muscle degeneration, was confirmed in biopsy and necropsy samples. Available sire pedigrees revealed a common paternal ancestor within 2 to 4 generations in all the affected calves. Dam pedigrees were unavailable; however, the herd retained replacement females that occasionally shared common ancestors with breeding bulls. Thus, a de novo autosomal recessive mutation was hypothesized as the cause of exercise intolerance in these calves. Genomic data (100K SNP) from 6 affected calves and 715 herd mates were initially used for a whole genome-wide association study, pinpointing a significant region on chromosome 29. Whole-genome sequencing of 2 affected calves combined with 145 other sequenced cattle led to the identification of a nonsense mutation in the PYGM gene, also located on chromosome 29. The mutation, confirmed to be present in the skeletal muscle transcriptome, was predicted to produce a premature stop codon. The protein product of PYGM, myophosphorylase, has a crucial role in metabolizing glycogen stored within skeletal muscle to generate energy for muscle cells. As a result, the recessive genotype led to greater (P < 0.05) glycogen concentrations in affected calves (n = 2) compared with heterozygous animals (n = 3) and wild-type controls (n = 2). Immunohistochemistry and label-free quantitative proteomics analysis confirmed the absence of the PYGM protein product in skeletal muscle. Myophosphorylase is needed for efficient glycogen utilization, which is crucial for producing high-quality beef. In the 2 affected calves harvested, increased skeletal muscle glycogen persisted postmortem, resulting in increased pH and dark-cutting beef, which is associated with a negative consumer perception and economic losses to the industry. In addition to identifying the cause of exercise intolerance and welfare concerns in these cattle, this study is among the first to identify a specific genetic mutation associated with dark-cutting beef. Carriers of the mutation did not display any discernible differences in meat quality or measures of animal well-being. While cattle heterozygous for the mutation may not immediately impact the beef industry, identifying carriers is paramount for implementing proactive selection and breeding strategies to prevent the production of affected calves.

Negative consumer–brand relationships in services: does gender matter?

PurposeStudies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors.Design/methodology/approachThis research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling.FindingsIn both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females.Originality/valueThis study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females.

The phenomenon of brand hate: a systematic literature review

ABSTRACT Research on the positive emotions that consumers develop toward brands is well-established in the marketing literature. Studies on the negative consumer emotions toward brands have been relatively new but growing. In this paper, we report findings from a systematic literature review on one of these emotions, brand hate. We identify the antecedents and possible consequences of brand hate, comment on the literature strands that have come to define brand hate to date, and the methodologies that have been used to examine brand hate relationships. We offer a conceptual model that views brand hate as a mediational influence on brand hate antecedents and outcomes. We comment on the theoretical foundations’ researchers have used as conceptual anchors in their studies and offer promising questions for future research on brand hate issues.

Consumer affinity as a key factor to mitigate reluctance to buy foreign products: The moderating role of organic and induced image to counteract negative communication campaigns and image crises

Research background: Anti-consumption practices, in particular consumers’ reluctance to buy (RTB) foreign products, are increasingly common in today’s globalised and interconnected markets. This phenomenon is accentuated by the impact of negative consumer dispositions (e.g., animosity or ethnocentrism), which contribute to an unfavourable perception of foreign products and, consequently, increase RTB. However, knowledge about possible factors that may mitigate this RTB foreign products is limited, and even less is known about the influence that positive dispositions (e.g., affinity) may have on consumer perceptions and consumption/non-consumption decisions. Moreover, consumers are inundated with information from various sources, which can significantly influence their perceptions and image of a product-country, especially in a context associated with negative communication campaigns and image crises. Purpose of the article: This research delves into the study of consumer affinity towards a foreign country, understood as an emotional feeling or positive disposition of a consumer that may mitigate their RTB foreign products, which often results from negative communication campaigns and a country-product image crisis. In addition, its influence on perceived risk and value, and the impact of these on RTB, is investigated. The moderating effect of the organic and induced image formed by the consumer on the risk-value relationship is also analysed, determining whether the induced image undermines this relationship. Methods: The empirical study focuses on the Spanish agri-food sector, which has been the subject of negative communication campaigns and image crises in foreign markets. The conceptual model was tested in a sample of German consumers, as Germany is the primary destination country for these products and has also been the origin of several image crises in this sector. PLS-SEM was used to validate the proposed hypotheses. Findings & value added: This research underlines the importance of fostering feelings of affinity towards a country and its products as a means to counteract negative campaigns, increase perceived value and mitigate RTB in foreign destination markets. Companies and public institutions, which influence the formation of the induced image in consumers, can contribute to improving consumers’ perception of a product-country. By shedding light on these dynamics, this study offers valuable insights for companies trying to cope with image crises fuelled by negative communication campaigns, which are increasingly prevalent in the competitive international landscape.

Deciphering Negative Feedback through Handwritten Text

In the contemporary realm of digital communication, this study delves into a novel approach to analyzing sentiments, with a specific focus on handwritten negative reviews. The research aims to improve the precision of sentiment analysis by exploring the inclusion of handwritten text, providing distinctive insights into consumer feedback, and refining business strategies. Taking a historical perspective, the investigation traces the evolution of sentiment analysis within the domain of natural language processing, leading to the central question: "How can the accuracy of sentiment analysis for negative reviews be enhanced through the incorporation of handwritten text?" This question guides an exploration of the challenges and potentials associated with merging handwriting analysis with conventional sentiment analysis methods. The study puts forth hypotheses that address the expected advantages of this integration, seeking to develop an innovative framework capable of not only accurately detecting negative sentiments but also considering the individuality inherent in handwritten expressions. The research methodology encompasses a review of existing literature and empirical analysis, resulting in the creation of a unique hybrid sentiment analysis algorithm that assesses both textual and handwriting features. This work contributes to the advancement of sentiment analysis and has implications for businesses aiming to better understand and respond to negative consumer sentiments.

Inward negative emotions and brand hate in users of snow-sports’ brands

PurposeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.Design/methodology/approachThis study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.FindingsThe results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.Originality/valueThis research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Can Consumers’ Altruistic Inferences Solve the CSR Initiative Puzzle? A Meta-analytic Investigation

AbstractResearch into consumer responses to corporate social responsibility (CSR) initiatives has expanded in the past four decades, yet the evidence thus far provided does not paint a cohesive picture. Results suggest both positive and negative consumer reactions to CSR, and unless such mixed findings can be reconciled, the outcome might be an amalgamation of disparate empirical results rather than a coherent body of knowledge. The current meta-analysis therefore tests whether the mixed findings might reflect consumers’ distinct, altruistic inferences across various contingency factors. On the basis of 337 effect sizes, involving 584,990 unique respondents, in 162 studies published between 1996 and 2021, this study reveals that altruistic inferences are central to the current CSR paradigm, such that they mediate the effects of CSR initiatives on consumer responses across multiple contingencies. The mediation by altruistic inferences is stronger (weaker) in conditions favorable to dispositional (situational) motive attributions. Furthermore, consumers respond more favorably to cause marketing or philanthropy rather than business-related CSR initiatives, when the initiative is environmental (vs. social), the firm’s offering is utilitarian (vs. hedonic), the CSR initiative takes place in self-expressive (vs. survival) cultures and in earlier (vs. later) periods. These findings offer several ethical implications, and they inform both practical recommendations and an agenda for further research directions.

Virtual versus human: Unraveling consumer reactions to service failures through influencer types

In an era where both human and virtual influencers play pivotal roles in shaping consumer behavior, understanding their influence on consumers' reactions to service failures has become an essential scholarly pursuit. This research stands at the forefront of this burgeoning field, dissecting the unique impact of human versus virtual influencers on consumer attitudes toward service failures, including forgiveness propensity, behavioral responses, and punishment intention. Through a series of experimental studies, the research uncovers a nuanced preference for virtual influencers, who elicit higher levels of forgiveness, more positive behavioral responses, and lower punitive intentions during service failures. These findings are mediated by mind perception and responsibility attribution, and are moderated by familiarity, thereby unveiling a complex interplay of psychological processes. The study's contributions transcend mere observations, offering a theoretical framework with empirical testing that integrates consumer psychology with the emergent phenomenon of virtual influencers. The insights gleaned from this research not only enhance academic understanding of the dynamics between influencer types and consumer reactions but also provide actionable strategies for marketers. By bridging theory and practice, this study carves a new path in influencer marketing research, particularly illuminating how to leverage influencer types to mitigate negative consumer reactions due to service failures.

Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships

PurposeConsidering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.Design/methodology/approachThis research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).FindingsThis paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.Research limitations/implicationsThis paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.Originality/valueThis paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

Enhancing Adoption of Sustainable Product Innovations: Addressing Reduced Performance with Risk-Reducing Product Modifications

Past studies have shown that the probability of the successful diffusion of sustainable product innovations is strikingly low. A potentially promising marketing strategy to reduce negative consumer perceptions of sustainable product innovations is risk-reducing product modifications (RPMs), which account for behavioral adjustments and performance uncertainties by employing an additional component that uses established technology. This research strives to empirically test the potential positive effects of RPMs using two studies on electric vehicles with and without range extenders as prime examples of RPM: (1) an online survey of potential adopters and (2) a postadoption survey of early adopters. The results show that RPMs increase the adoption of sustainable product innovations. Consumers’ tendency to overestimate their true needs and their need for insurance against insufficient performance explain the effectiveness of RPM.

전시회의 서비스품질 차원이 감정과 행동의도에 미치는 영향

Purpose - This study aims to analyze the impact of exhibition service quality (interaction, physical environment, outcomes) on the customer emotions and future behavioral intentions of participating companies in order to derive marketing implications. While previous research primarily focused on the perspective of exhibition attendees, this study emphasizes the importance of qualitative growth in MICE (Meetings, Incentives, Conferences, Exhibitions) services through a differentiated marketing strategy targeting participating companies. Specifically, it highlights the significance of the interaction with employees and the quality of outcomes obtained through exhibition participation in shaping customer emotions. Design/Methodology/Approach - This survey was collected from 281 participating companies in this study, and analysis was conducted based on the final 253 participating companies, excluding 28 participating companies that responded insincerely or did not respond. After coding the collected data, a structural equation model was analyzed using SPSS 27 and AMOS 22 programs. Findings - The results manifested in specific participation outcomes were found to influence consumer perceptual evaluations. Notably, by comparing the impact of regret, disappointment, and positive satisfaction on negative consumer behavior, attention is drawn to service quality factors influencing customer emotions. Research Implications - Through this, the study seeks to identify the key service quality elements and outcomes of customer emotions, prompting a discussion on the necessity of managing direct expressions of dissatisfaction, complaints, and negative word-of-mouth resulting from negative behavioral intentions.

The impact of corporate social irresponsibility on prosocial consumer behavior

AbstractCorporate social irresponsibility (CSI) refers to violations of the social contract between corporations and society. Existing literature documents its tendency to evoke negative consumer responses toward the firm involved, including unethical consumer behaviors. However, limited research attention deals with its potential impacts on prosocial consumer behavior. With six studies, the current research reveals that when consumers perceive harm due to CSI, they engage in more prosocial behavior due to the arousal of their anger. This effect is weaker among consumers who find the focal CSI issue more personally relevant but stronger among consumers with strong self-efficacy for promoting justice. Perceptions of CSI harm increase with the degree of control that the focal firm has over the CSI. This research thus establishes an effect of CSI harm on prosocial consumer behaviors, through the emotional mechanism of anger; it further shows that consumers seek to restore justice by engaging in prosocial behaviors.

Presence: consumers’ different reactions to service and manufacturing firms with low CSR in social conduct

PurposeThis study aims to explain why low social conduct in corporate social responsibility (SC-CSR), especially employee exploitation, has a stronger negative impact on consumer reactions for service firms than for manufacturing firms.Design/methodology/approachFive experiments compared consumer reactions to service and manufacturing firms with low SC-CSR. Study 1 used a choice-based conjoint design to examine the relative importance of various shared attributes when consumers chose services versus goods. Study 2 revealed that low SC-CSR led to more pronounced negative consumers reactions toward service firms. Studies 3A and 3B explained this difference through a serial mediation analysis. Study 4 ruled out an alternative explanation regarding the differentiated effects.FindingsThe results reveal that consumer reactions to employee exploitation in service firms are more negative compared to manufacturing firms. This is because consumers’ sense of presence (i.e. feeling of being there) is stronger in a service setting, leading to more intense empathetic emotions toward service employees.Originality/valueThis research contributes to the CSR literature by challenging the conventional notion that sweatshops are more problematic for manufacturing firms. By contrast, the results indicate a stronger negative effect on service firms. It contributes to the services marketing literature by conceptualizing a novel cognitive mechanism. Traditionally, consumers’ negative reactions are driven by anger. However, the authors show that empathetic feelings toward mistreated employees play a predominant role. While it is imperative for all firms to ensure fair treatment of their employees, the findings underscore the heightened significance of this aspect for service firms, given their susceptibility to more pronounced negative effects.

A Study on Consumers’ Negative Online Reviews and Merchants’ Responses Discourse Strategies Based on Rapport Management Theory

Online shopping is an important consumption channel, and customers can express reviews about products on the platform. Negative reviews can inform merchants about defects of products and services, providing references for other consumers. Negative reviews and responses reflect merchants’ and customers’ adjustments to interpersonal relationships. Based on Spencer-Oatey’s rapport management theory, this paper collects 400 negative consumer reviews and corresponding merchant responses from Tripadvisor. Then the writer conducts data statistics and case analysis on the corpus, aiming to obtain the proportions of strategies for complaints and responses and to analyze rapport management tendencies of communicators. Research shows that consumers mainly adopt rapport-challenge orientation, and the most commonly used complaint strategies are “explicit complaint”, “expression of annoyance or disapproval” and “below the level of reproach”. Most merchants take rapport-enhancement orientation and rapport-maintenance orientation. They frequently employ strategies of “expressing emotion”, “apologizing”, “committing and acting” etc. This paper intends to provide references for establishing harmonious interpersonal relationships and favorable business environment.

Consumer responses to human-AI collaboration at organizational frontlines: strategies to escape algorithm aversion in content creation

AbstractAlthough Artificial Intelligence can offer significant business benefits, many consumers have negative perceptions of AI, leading to negative reactions when companies act ethically and disclose its use. Based on the pervasive example of content creation (e.g., via tools like ChatGPT), this research examines the potential for human-AI collaboration to preserve consumers' message credibility judgments and attitudes towards the company. The study compares two distinct forms of human-AI collaboration, namely AI-supported human authorship and human-controlled AI authorship, with traditional human authorship or full automation. Building on the compensatory control theory and the algorithm aversion concept, the study evaluates whether disclosing a high human input share (without explicit control) or human control over AI (with lower human input share) can mitigate negative consumer reactions. Moreover, this paper investigates the moderating role of consumers’ perceived morality of companies’ AI use. Results from two experiments in different contexts reveal that human-AI collaboration can alleviate negative consumer responses, but only when the collaboration indicates human control over AI. Furthermore, the effects of content authorship depend on consumers' moral acceptance of a company's AI use. AI authorship forms without human control lead to more negative consumer responses in case of low perceived morality (and no effects in case of high morality), whereas messages from AI with human control were not perceived differently to human authorship, irrespective of the morality level. These findings provide guidance for managers on how to effectively integrate human-AI collaboration into consumer-facing applications and advises to take consumers' ethical concerns into account.

Life cycle carbon analysis of packaging products containing purposely grown nonwood fibers: A case study on the use of switchgrass pulp for linerboard and corrugating medium

Sustainability is driving innovation in the pulp and paper industry to produce goods with lower carbon footprints. Although most of the efforts are currently focused on increasing energy efficiency or switching to renewable fuels, the attention toward alternative feedstocks has increased in recent years. Claims of nonwood fibers requiring lower use of chemicals and energy than wood fibers, along with negative consumer perceptions of tree felling, are helping purposely grown nonwoods to gain market share. The potential nonwood fiber environmental superiority over virgin or recycled wood fibers remains controversial and is often driven more by emotion and public perception rather than facts. This paper estimates the carbon footprint of corrugating medium and linerboard containing switchgrass pulp compared to analogous wood-based materials. The study includes a life cycle carbon analysis spanning from cradle to gate, which comprises stages for fiber production, pulping, papermaking, and corresponding transportation. Carbon footprints for virgin linerboard, recycled linerboard, virgin medium, and recycled medium were estimated at around 510, 620, 460, and 670 kg carbon dioxide equivalent per metric ton (kg CO2eq/t), respectively. Replacing 30% of the virgin or recycled material with switchgrass pulp translated into carbon footprint increases of around 60%, 45%, 62%, and 38%, respectively. Thus, for the proposed case study, the results suggest that switchgrass-based medium and linerboard can present a higher carbon footprint than products made from virgin and recycled wood fibers. The main driver is the production of nonwood mechanical pulp. This study was designed to mitigate part of the uncertainty around the environmental sustainability of medium and linerboard made from the selected purposely grown nonwood fibers.

Life cycle carbon analysis of packaging products containing nonwood residues: A case study on linerboard and corrugating medium

Circularity is creating momentum toward utilizing waste feedstock in a myriad of applications. The paper industry is not an exception to this trend, and packaging products made from agricultural or agro-industrial residues are receiving more attention now than ever. Additionally, negative consumer perceptions of tree felling are accelerating the acceptance of these fibers. Nevertheless, adopting these residues raises the issue of whether they constitute a better alternative to fight climate change than wood. Answering this question is imperative to ensure that pledges to reduce carbon footprints across the industry are fulfilled. This paper aims to estimate the carbon footprint of corrugating medium and linerboard containing wheat straw and sugarcane bagasse pulp compared to analogous wood-based materials. The goal was also to understand how methodological decisions to allocate emissions to nonwood residues can affect the results. This study includes a life cycle carbon analysis spanning from cradle to grave, which comprises stages for residue production, pulping, paper-making, waste management, and corresponding transportation. For the proposed case study, the results suggest that straw- and bagasse-based medium and linerboard can present a higher carbon footprint than products made from virgin and recycled wood fibers. The main driver is the production of nonwood chemimechanical pulp. In addition, the lower capacity of nonwood residues to be recycled increases the overall impact. Finally, decisions around emissions allocation highly influence the results. This study helps mitigate part of the uncertainty around the environmental sustainability of corrugating medium and linerboard made from the selected nonwood residues.

Meat-ing expectations? The influence of plate materials on consumer perceptions of novel mycoprotein

Alternative proteins have gained significant interest as useful adjuncts to facilitate the dietary transition towards more sustainable diets. However, negative consumer perceptions of these products hinder their widespread acceptance and adoption. With emerging research uncovering the role of multisensory factors in consumer perceptions and preferences, manipulating the materials of plates used to serve alternative proteins may help to address these concerns. This within-subject study investigated the influence of a natural material (banana leaf) and a synthetic material (stainless steel) on consumers’ perceptions and preference for mycoprotein. Specifically, perceived product naturalness, healthfulness and tastiness were assessed. Results demonstrated a significant favourable influence of a natural material on consumer perceptions of mycoprotein, compared to a synthetic material (all ps < 0.05). However, differences in preferences were not observed (p =.292). This suggests that other multisensory factors (e.g., product taste and mouthfeel) may play a more important role in consumer preferences for such products. Additionally, having a baseline preference for mycoprotein appeared to moderate the differences in ratings for perceived naturalness of mycoprotein (p <.001). Overall, these findings highlight the role of plate materials in consumer perceptions of mycoprotein and offer valuable insights to potentially develop more effective messaging strategies for these products.