Abstract
In two pre-registered experiments, we assessed how people cognitively represent meat and plant-based foods, to examine processes underlying dietary polarization in society. Food descriptions from U.K.-based omnivores (N(Exp. 1) = 109; N(Exp. 2) = 436) and vegans (N(Exp. 1) = 111; N(Exp. 2) = 407) were coded for features about consumption and reward (e.g., "rich," "indulgent," and "treat") or features independent of the consumption situation (e.g., "healthy," "protein," and "eco-friendly"). Participants used more consumption and reward features for diet-congruent dishes (meat dishes for omnivores and 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 polarized dietary groups that may hinder the mainstream transition to more sustainable food choices.