Similarity Information

Cultured meat is a potentially successful future alternative to conventional meat if consumers perceive it as similar enough to conventional meat. This paper aimed to investigate how consumers categorize cultured meat after receiving information about it being similar to meat or meat substitutes. The first study (N = 130) showed that similarity information between cultured meat and meat resulted in the categorization of cultured meat as meat. This effect was not found for similarity information between cultured meat and meat substitutes.