Polarising Plates: Both Omnivores and Vegans Represent In-Group Foods with Eating Simulations

In two pre-registered experiments, we assessed how people cognitively represent meat and plant-based foods, to examine processes underlying dietary polarisation in society. Food descriptions from UK-based omnivores (NExp. 1 = 109; NExp. 2 = 436) and vegans (NExp. 1 = 111; NExp. 2 = 407) were coded for features about consumption and reward (e.g. ‘rich’, ‘indulgent’, ‘treat’), or features independent of the consumption situation (e.g. ‘healthy’, ‘protein’, ‘eco-friendly’). Participants used more consumption and reward features for diet-congruent dishes (meat dishes for omnivores; plant-based dishes for vegans) than for diet-incongruent dishes (vice versa). Omnivores focused on abstract, long-term consequences of plant-based foods, whereas vegans focused on the socio-political associations with meat foods. Consumption and reward features also positively predicted attractiveness ratings, the likelihood of ordering a dish, and eating intentions. These findings indicate the cognitive processes of polarised dietary groups that may hinder the mainstream transition to more sustainable food choices.