The role of conventional meat unnaturalness in cultured meat acceptance: A test of holistic mindset

The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willingness to try cultured meat among a particular consumer segment. Across two experimental studies, we show that this counter-messaging strategy is successful at increasing willingness to try cultured meat among holistic mindset consumers-i.e., those holding beliefs to the effect that considering the whole is fundamental to understanding the parts of a phenomenon. We establish this effect by both measuring (Study 1) and priming (Study 2) analytic-holistic mindset and also establish the mechanism driving this interactive effect (Study 2): positively-valenced feelings. Our findings are informative theoretically, extending mindset and counter-messaging theory to the context of cultured meat and, practically, offering crucial pointers to stakeholders interested in the promotion of cultured meat.

The relationship between morningness-eveningness and naturalness bias

The naturalness bias in which people perceive natural items to be safer, healthier, and better than synthetic alternatives has been found to be associated with numerous individual difference variables (e.g. connectedness to nature and religiosity). However, no research has examined the role of morningness-eveningness in influencing preferences for naturalness. Here, we propose that evening individuals may exhibit a weaker preference for naturalness compared to morning individuals due to their greater exposure to artificial lighting, technology, and stimuli. To systematically test our theoretical perspective, we conducted three complementary and high-powered studies. In an online survey (Study 1), student participants with a stronger evening orientation displayed a diminished preference for natural drugs compared to those with a morning orientation. Using a sample of community adults, Study 2 replicated the findings of Study 1 in a real-world, behavioral context. Study 3 examined the relationship between morningness-eveningness and preference for naturalness within the domain of beverages. The results revealed that individuals with an evening-orientation had decreased odds of selecting natural water without minerals. Taken together, the findings suggest that an individual's diurnal preference toward eveningness may have implications for their bias toward and perception of naturalness across various domains.

Understanding barriers and facilitators of appropriate antibiotic use: a qualitative analysis of an online parenting forum

PURPOSE

Antibiotic use and misuse are common in pregnant women and young children. Few studies have assessed real-world discussions of antibiotics in these populations. Using social media posts of pregnant women and parents, our goal was to identify key themes about facilitators and barriers to appropriate antibiotic usage.

METHODS

A purposive sample of public posts and comments relevant to antibiotic use was collected from the BabyCenter United States social media site. Using a directed content analysis, themes related to facilitators and barriers to appropriate antibiotic use were identified.

RESULTS

Seven hundred and twenty-six posts and 5227 comments were analysed. Themes centred around individual factors, interpersonal factors, and structural factors. Individual factors included knowledge and beliefs. Though misinformation was present, most parents were aware of appropriate antibiotic usage and perceived antibiotics as safe and effective. Some hesitance around using antibiotics led to recommendations for home remedies or over-the-counter treatments. Interpersonal factors focused on a lack of available offline peer support, the expertise of providers, as well as a potential lack of attention from those providers. Structural factors, including access to care, also impacted parents' antibiotic use and misuse.

CONCLUSION

Though most parents demonstrated appropriate knowledge about antibiotics and a willingness to follow guidelines, negative experiences with their providers, a lack of support from peers, and structural factors presented as potential barriers to appropriate antibiotic use. Implementing avenues for peer support for parents, allowing more time for providers to address parents' concerns, and improving access to providers could improve appropriate antibiotic use in parents.

Rebuttal of the arguments put forward in the Letter to the Editor by Nizzetto et al

In their Letter to the Editor, Nizzetto et al. challange a recent article in which I show that there has been unwarranted alarmism about biodegradable mulch films due to the publication of numerous articles based on preliminary data that are irrelevant for drawing conclusions on environmental risk. The tendency to over-emphasise results in order to attract attention is a growing problem in the scientific world and has been studied by many scholars. Nizzetto et al. accuse me of not using scientific methodology and of not disclosing that I am a scientist working for a company that produces biodegradable plastics. In this rebuttal I show that Nizzetto et al.'s accusations suffer from a number of logical fallacies, in particular the "straw man" fallacy and the "ad hominem" fallacy.

How does collectivism help deal with perceived vaccine artificiality? The case of COVID-19 vaccination intent in European young adults

Vaccine "unnaturalness" (artificiality) is one of the major anti-vaccine arguments raised in public debate. Therefore, health communication should rebut unnaturalness arguments and be cautious when emphasizing human intervention (e.g., advanced vaccine technology), which may entail perceiving vaccines as artificial. Understanding how the relationship between perceived vaccine artificiality and vaccination intent differs across social groups can help enforce the above health communication efforts by focusing them on specific audiences. The objective of the current paper is to assess the moderating role of a particular socio-cultural factor-vertical collectivism (reflecting the orientation on social hierarchy)-in the relationship between perceived vaccine artificiality and vaccination intent. It is proposed that vertical collectivism diminishes the negative effect of perceived vaccine artificiality. Two studies with European young adults measured COVID-19 vaccination intent and vertical collectivism. Study 1 (N = 418) was correlational, measuring perceived vaccine artificiality. The data were analyzed with a moderation model. Study 2 (N = 203) was experimental, manipulating perceived vaccine artificiality by human-intervention appeal (i.e., emphasizing human intervention in vaccine development and operation). The data were analyzed with moderation and moderated mediation models. Study 1 demonstrated that the effect of perceived vaccine artificiality on vaccination intent was less negative when the level of vertical collectivism was higher. In Study 2, with higher levels of vertical collectivism, the effect of human-intervention appeal on vaccination intent was less negative, and the indirect effect through perceived vaccine artificiality turned even positive. Those results contribute to the fields of perceived naturalness/artificiality, vaccination behavior, health communication, and cultural dimensions theory, providing empirical evidence that the negative effect of perceived vaccine artificiality on vaccination intent is diminished by vertical collectivism, as proposed. Health practitioners are guided on how to consider different levels of collectivism of their audiences while referring to vaccine artificiality in their communication. Specifically, it is suggested that rebutting "unnaturalness" anti-vaccine arguments should be focused on people low in vertical collectivism, and messages featuring human intervention (e.g., a vaccine's technological advancement) should be targeted at people high in vertical collectivism.

Natural Claims on Sugary Fruit Drinks: A Randomized Experiment With U.S. Parents

INTRODUCTION

Natural claims on food are largely unregulated in the U.S. This study examined the effects of natural claims on a fruit-flavored drink with added sugar (i.e., fruit drink).

METHODS

In 2019, U.S. parents of children aged 2-12 years (N=1,078) recruited from an online survey panel were randomized to one of three arms: natural claim on a fruit drink, 100% all-natural claim, or a no-claim control. Parents reported their intentions and perceptions regarding fruit drinks using 1-5 response scales. Analysis occurred in 2022-2023.

RESULTS

Both natural claims led parents to have higher intentions to purchase a fruit drink for their child than the control (average differential effect=0.20-0.24, both p<0.05). The natural claim (but not the 100% all-natural claim) also led parents to think that the fruit drink was healthier for their children (average differential effect=0.22, p=0.024). Claims made parents less likely to think that the drink contained added sugar (average differential effect= -0.08 to -0.12, both p<0.05) and led to lower estimated amounts of added sugar in teaspoons (average differential effect= -1.77 to -2.09, both p<0.05). Mediation analyses revealed that the claims led to higher intentions to purchase the fruit drink by increasing perceived healthfulness of the fruit drink and by leading parents to believe that there was no added sugar in the fruit drink.

CONCLUSIONS

Natural claims could increase interest in and perceived healthfulness of fruit drinks. Misperceptions about the nutritional content caused by claims appear to be driving greater purchase intentions. These findings suggest a need for stronger regulation around natural claims to prevent consumer misunderstanding.

Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany

Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.

Religiosity and the Naturalness Bias in Drug and Vaccine Choices

Research reveals a bias for natural versus synthetic drugs. We sought to determine if this bias is associated with religiosity. Three cross-sectional studies (N = 1399 U.S. participants) were conducted to examine the impact of religiosity on the naturalness bias in the drug and vaccine domains. We assessed measures of religiosity, preferences for natural versus synthetic drugs and vaccines in hypothetical scenarios, and a health-related behavior (COVID-19 vaccination status). The results revealed that participants high versus low in religiosity had stronger preferences for natural versus synthetic drugs and vaccines. Furthermore, participants high versus low in religiosity were less likely to have taken the COVID-19 vaccine, and the natural drug bias was a mediator of this effect. Overall, participants higher in religiosity had a stronger preference for natural versus synthetic drugs and vaccines, and this preference had implications for health behavior.

Everything has a limit: How intellectual humility lowers the preference for naturalness as reflected in drug choice

OBJECTIVE

Across a broad range of cultures, people demonstrate a strong preference for items that are labeled as natural. Yet, less is known about methods that can reduce the natural-is-better bias. The objective of the present research is to see whether intellectual humility, a moral virtue that can be understood as a more open and curious mindset, reduces naturalness bias in terms of drug-related decisions.

METHODS

We tested our hypotheses across four studies using different populations (university students and community adults) and methods (correlational and experimental). Study 1 involved a survey exploring whether university students choosing a synthetic drug tended to display a higher level of intellectual humility than those choosing a natural drug. Study 2 assessed the link using observation of real-world behavior in non-student adults. Study 3 adopted an experimental approach to test the idea that reflecting on one's intellectual fallibility can at least temporarily reduce naturalness bias on drug choice. Study 4 examined the potential mediating mechanism underlying the observed effect.

RESULTS

We found correlational and experimental evidence that participants higher in intellectual humility were more likely to choose the synthetic drug than those lower in intellectual humility in both self-report and behavioral measures. The results also demonstrate that openness to experience mediated the effect of intellectual humility on naturalness bias.

CONCLUSIONS

These results highlight intellectual humility as a malleable, psychological variable that can combat biased thinking associated with health-related decision-making.

Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA

The undertaken research examines the impact of green attitude, green customer value (e.g., environmental image and perceived value), and green marketing mix (e.g., product, packaging, price, promotion, and place) on green purchasing intention. The research has integrated fundamental theoretical approaches of customers' purchasing such as attitude-behavior context (ABC) theory, signaling theory, and theory of planned behavior (TPB) in the modified conceptual framework. Additionally, this research has also incorporated the green psychological benefits (e.g., nature experience, self-expressive, and warm glow) as mediating construct. The modified conceptual framework also unified green marketing (e.g., environmental advertising and green word of mouth) as moderator to investigate further the connotation between attitude, green customer value, green marketing mix, and green purchase intention. The survey method is used to collect data with a sample size of 896 customers that are well-versed with eco-friendly green products and services from the different urban centers of the USA. The data is analyzed through a structural equation modeling (SEM)-based multivariate approach by using SPSS 26, AMOS 26, and conditional process modeling software. The findings have demonstrated a positive and significant impact of green customer value, green marketing mix, and attitude on the green purchase intention of US customers. The study has further concluded that the green psychological benefits (mediator) and green advertising (moderator) have a significant influence on a relationship between attitude, green customer value (environmental image and perceived value), green marketing mix, and green purchasing intention. The results of this research can be helpful for researchers and academicians to get insight into theoretical approaches to green purchasing, and it can also be helpful for marketers to devise green marketing strategies to gain optimal competitive advantage in the long run.

Harmony Between Humanity and Nature: Natural Vs. Synthetic Drug Preference in Chinese Atheists and Taoists

A commonplace observation across many cultures is that humans show a strong preference for natural items on drug choice in the medical domain. Despite an emerging line of psychological research on individual differences in the naturalness-is-better bias, few studies have focused on the role of religious beliefs. According to the core idea of Taoism, people should free themselves from selfishness and desire and behave in concert with the alternating cycles of Nature. Based on the findings regarding the positive relationship between connectedness to nature and naturalness preference, we predict that Taoists, who emphasize harmony between humanity and nature, should show a stronger naturalness-is-better bias than atheists on drug choice due to their higher level of natural connectedness. The results showed that both Chinese atheists and Taoists selected a natural over synthetic drug even though the safety and efficacy of the medicines were described as identical. More importantly, the naturalness-is-better bias is more pronounced in Taoists than atheists. These data suggest that religious beliefs related to individuals' connectedness to nature may moderate the naturalness-is-better bias in health decisions.

Do Physicians Prefer Natural Drugs?

Abstract. Background: There is a bias for natural versus synthetic drugs in general populations. Aims: We investigated whether physicians who have advanced medical and scientific training and routinely prescribe drugs exhibit this bias. Methods: Physicians and non-physicians were presented with a hypothetical medical situation in which pharmacological therapy was required. Participants were asked if they would prefer a natural or synthetic drug for treatment. Physicians were also asked which drug they would prescribe to a patient. Results: In a forced-choice paradigm, non-physicians (87.5%) and physicians (79.2%) had an equally strong bias for the natural drug, with physicians (74.3%) also preferring the natural drug for patients. When a 9-point drug choice scale was used, including a “no preference” choice (5), non-physicians ( M = 6.91) and physicians ( M = 5.41) again showed a preference for the natural drug compared to the mid-point of the scale, but the non-physicians’ bias was stronger. Physicians no longer preferred the natural drug for patients ( M = 5.15). Limitations: The participants do not represent a random sample and therefore may not represent physicians/non-physicians in general. Additionally, the responses were hypothetical and may not represent behavior in actual medical contexts. Conclusion: These data indicate that physicians and non-physicians exhibit a bias for natural drugs, with physicians also demonstrating a bias for prescribing natural drugs. However, the bias is reduced in physicians compared to non-physicians when a “no preference” option is available, suggesting that advanced medical and/or scientific training may be beneficial in minimizing this bias.

Consumer Perspectives on Processing Technologies for Organic Food

Over the last years, consumer demand for natural and healthy convenient food has increased, and with it the demand for organic convenience food. With convenience food, the processing level increases, which consumers are sceptical of. This holds especially for organic consumers who prefer natural, healthy, and sustainable food products. In the literature, consumer preferences are investigated for processed conventional food, but rarely for organic products. Therefore, this study investigates consumers' knowledge, expectations, and attitudes towards selected processing technologies for organic food. Nine focus groups with 84 organic consumers were conducted, discussing preservation technologies of organic milk and orange juice. Results showed that participants had little knowledge about processing technologies but were interested in their benefits. Organic processing technologies should include fewer processing steps, low environmental impact, while keeping the product as natural as possible. Since consumers want to know benefits but not details of processing, asking consumers for their specific preferences when developing new processing technologies remains challenging. This paper shows how consumers' benefit and risk perception including their want for naturalness, and scepticism for new technologies shape their evaluation of (organic) food processing technologies. Two consumer groups with different attitudes towards processing could be identified: 'organic traditionalists' and 'organic pragmatics'.

Genetic attributions and perceptions of naturalness are shaped by evaluative valence

Genetic influences on human behavior are increasingly well understood, but laypeople may endorse genetic attributions selectively; e.g., they appear to make stronger genetic attributions for prosocial than for antisocial behavior. We explored whether this could be accounted for by the relationship of genetic attributions to perceptions of naturalness. Participants read about positively or negatively valenced traits or behaviors and rated naturalness and genetic causation. Positively valenced phenotypes were rated significantly more natural and significantly more genetically influenced than negatively valenced phenotypes, and the former asymmetry significantly mediated the latter (Experiments 1 and 2). Participants' interpretation of what "natural" meant was not synonymous with valence or genetic attributions (Experiment 3). People ascribe differing degrees of genetic influence to the same phenotype depending on whether it is expressed in socially favored or disfavored ways, potentially representing a significant threat to public understanding of genetics.

Predictors of the intention to receive a SARS-CoV-2 vaccine

Background

It is imperative to understand the predictors of vaccine hesitancy for current and future pandemics.

Methods

A representative sample (age, race & gender) of 1054 US adults was collected in October 2020 to examine the predictors of vaccine hesitancy. Participants were asked several questions including their intention to receive a vaccine for the novel coronavirus.

Results

Predictors significantly associated with a greater intention to receive a COVID-19 vaccine included greater perceived feelings of vulnerability to COVID-19, having received a flu vaccination at the time the question was asked, more liberal political orientation, non-Black race, male gender, and a lower naturalness bias.

Conclusions

Vaccines are essential for mitigating current and future pandemics. Multiple strategies are important in encouraging people to be vaccinated and the predictors highlighted here and elsewhere are likely to be useful targets.

Behavioural frameworks to understand public perceptions of and risk response to carbon dioxide removal

The adoption of carbon dioxide removal (CDR) technologies at a scale sufficient to draw down carbon emissions will require both individual and collective decisions that happen over time in different locations to enable a massive scale-up. Members of the public and other decision-makers have not yet formed strong attitudes, beliefs and preferences about most of the individual CDR technologies or taken positions on policy mechanisms and tax-payer support for CDR. Much of the current discourse among scientists, policy analysts and policy-makers about CDR implicitly assumes that decision-makers will exhibit unbiased, rational behaviour that weighs the costs and benefits of CDR. In this paper, we review behavioural decision theory and discuss how public reactions to CDR will be different from and more complex than that implied by rational choice theory. Given that people do not form attitudes and opinions in a vacuum, we outline how fundamental social normative principles shape important intergroup, intragroup and social network processes that influence support for or opposition to CDR technologies. We also point to key insights that may help stakeholders craft public outreach strategies that anticipate the nuances of how people evaluate the risks and benefits of CDR approaches. Finally, we outline critical research questions to understand the behavioural components of CDR to plan for an emerging public response.