'Meat' the influencers: Crafting authentic endorsements that drive willingness to buy cultured meat.

Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research investigates how influencer type (micro- vs. mega-influencer) affects consumers' willingness to buy cultured meat. Study 1 reveals that consumers are more willing to buy cultured meat when it is endorsed by micro- rather than mega-influencers. Further, perceived endorsement authenticity mediates this effect such that micro-influencers endorsements are perceived as more authentic than those of mega-influencers. Study 2 demonstrates that these effects are moderated by influencer expertise and type of meat, where micro-influencers with health (but not fashion) expertise have a more pronounced impact on increasing willingness to purchase cultured meat (but not regular meat). This research provides theoretical insights into how consumers perceive influencer endorsements for cultured meat. These findings aim to enhance consumer acceptance of cultured meat while offering actionable guidance for practitioners on promoting cultured meat brands on social media.

Challenging cultured meat naturalness perceptions: The role of consumers' mindset.

Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studies, this research breaks new ground by examining these strategies through the lens of mindset theory-i.e., beliefs about the fixedness or malleability of human attributes. In Study 1, we present findings illustrating that a strategy challenging the importance of naturalness is effective at increasing cultured meat acceptance among consumers with a growth mindset. In Study 2, we demonstrate how complementing such messaging strategy with a specific form of creative narrative can make it effective among consumers with a fixed mindset too. Our findings are informative theoretically, extending mindset and narrative theories to the context of cultured meat and, practically, examining the effectiveness of different communication strategies in driving consumer acceptance of the product.

The red-derogation effect: How the color red affects married women's ratings of male attractiveness.

The present research addresses the question of how the color red affects married women's evaluations of male attractiveness. Three studies demonstrate a red-derogation effect for married women's judgments such that men are perceived to be less attractive and less sexually desirable when their profiles are displayed on a red versus a white background. We show that married (vs. single) women perceive the color red as a threat cue which, in turn, evokes avoidance tendencies. Our studies indicated that married (vs. single) women became more risk averse (Study 2) and were more likely to recall words related to relationship commitment and threat after exposure to an attractive male presented on a red (vs. white) background (Study 3). Further, we show that the red-derogation effect is moderated by the level of cognitive resources. When married women were cognitively depleted, the effect of color was mitigated. Overall the findings demonstrate that a subtle peripheral cue (e.g., red color) is sufficient to identify an attractive other as a threat, which activates a defensive strategy. (PsycInfo Database Record (c) 2020 APA, all rights reserved).