Vegetarian men less masculine?

Men are less likely to be vegetarian, because it seems that public opinion believes that masculinity will "accompany" meat, a new US study claims.

>>>Men are less and less masculine?

'In Western conception, red meat is a strong, traditional, symbolic masculine food,' said Consumer Research magazine in May. 'Soy beans are not like that. To be vegetarian, people will have to give up the foods that are said to be strong and 'rich in power' to switch to a food that is considered weak and feminine. '

Meat is conceived to be strong, masculine and these foods
People who eat a lot of meat are also considered "masculine" more than vegetarians.

Researchers have investigated common metaphors about certain foods such as meat and milk. They found that, in general, people rated 'masculine' and stronger than vegetables. They also found that meat will produce more 'masculine' words when people talk, discuss it, and that meat-eating men are more often considered 'macho men' than those Just pure vegetarian.

'In marketing, understanding how consumers perceive a brand is no different from a science subject. That is psychological positioning ' , Consumer Research analyzed. The metaphor they found about meat had a strong relationship between 'meat-eating' , especially meat that was as thick as steaks, with 'masculine'.

Much of the research was conducted in the United States and the United Kingdom, but the authors also conducted analysis of 23 other languages ​​using gender-pronoun pronouns. They found that in most languages, meat is always closely related to men.

From this study, the authors argue that propaganda campaigns and vegetarian food companies need to change their approach to male customers. For example, they can 'shape' so that the tofu burgers look more beef, or imitate the steaks on the beans will create a higher conviction.