Creating a Mind Genomics Wiki for Non-Meat Analogs

Attila Gere, Ariola Harizi, Nick Bellissimo, Derek Roberts and Howard Moskowitz
Additional contact information
Attila Gere: Sensory Laboratory, Faculty of Food Science, Szent István University, Villányi út 29-43., 1118 Budapest, Hungary
Ariola Harizi: Slovak University of Agriculture, 949 76 Nitra, Slovakia
Nick Bellissimo: School of Nutrition, Faculty of Community Services, Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3, Canada
Derek Roberts: QEP Marketing Clinic, Chicago, IL 60661, USA
Howard Moskowitz: Mind Cart AI, White Plains, NY 10605, USA

Sustainability, 2020, vol. 12, issue 13, 1-13

Abstract: In the past few decades, several negative aspects of excess meat consumption have been identified, ranging broadly from health to environment to consumer rejections of meat analogs. At the same time, however, several new meat alternatives have emerged such as algae, insects, and cultured meat, which all present a sustainable option to reduce meat consumption. The paper assesses the psychology of the “everyday” for meat-free products, focusing on how consumers in two specific markets in the USA (California, New York) respond to messages about four specific topics involving meat-free products. These four are sensory characteristics, possible usage in products, health aspects, and environmental aspects, respectively. Each study with 100 or more respondents used experimental design of messages (Mind Genomics) to understand the degree to which the respondents reacted positively or negatively to the 16 messages in each of the four studies. The data suggest that focusing on the Total Panel or on geography, gender, or age will not reveal the dramatically different mind-sets existing in each of the four topics. We introduce the notion of the PVI, personal viewpoint identifier, to help the researcher uncover these mind-sets, and help communicate effectively with each mind-set about meat analogs or help recruit these individuals to participate in further studies.

Keywords: Mind Genomics; mind-sets; cultured meat; meat alternatives; sustainable food production (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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