Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships

Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multim...

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Bibliographic Details
Published in:The Journal of consumer research 2012-10, Vol.39 (3), p.629-643
Main Authors: Rozin, Paul, Hormes, Julia M., Faith, Myles S., Wansink, Brian
Format: Article
Language:English
Subjects:
Beef
Choices
Cognition & reasoning
Consumer behavior
Consumption
Culture
Female animals
Free association
Grammatical gender
Linguistics
Male animals
Males
Mammals
Masculinity
Meats
Metaphor
Preferences
Steak
Studies
Words
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Summary:Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multimethod framework, the authors explore whether there is a metaphoric link between meat and maleness in Western cultures. The authors address this in six quantifiable studies that involve (1) implicit associations, (2) free associations, (3) indirect-scenario-based inferences, (4) direct measurement profiling, (5) preference and choice, and (6) linguistic analysis and conclude that there is a metaphoric relationship between mammal muscle meat and maleness.
ISSN:0093-5301
1537-5277
DOI:10.1086/664970