{"title":"How anthropomorphism shapes restaurant customers’ consumption of plant-based meat alternatives: Perceptions, attitudes, and intention to visit","authors":"Zhenxian Piao , Wei Wei , Lu Zhang","doi":"10.1016/j.ijhm.2024.103898","DOIUrl":null,"url":null,"abstract":"<div><p>Despite the prevalence of plant-based meat alternatives (PBMA), the acceptance of this novelty among restaurant customers has been overlooked. Using an experimental approach, we investigated the effectiveness of anthropomorphism in making PBMA appealing to non-vegetarians. Drawing on construal level theory, our findings suggest that anthropomorphism through abstract framing increases perceived human-likeness and reduces state reactance compared to non-anthropomorphism. This, in turn, leads to a more positive attitude and greater visit intention. Theoretical and practical implications for developing marketing communication strategies to achieve upselling of PBMA in restaurants are discussed.</p></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"123 ","pages":"Article 103898"},"PeriodicalIF":9.9000,"publicationDate":"2024-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S027843192400210X","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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Abstract
Despite the prevalence of plant-based meat alternatives (PBMA), the acceptance of this novelty among restaurant customers has been overlooked. Using an experimental approach, we investigated the effectiveness of anthropomorphism in making PBMA appealing to non-vegetarians. Drawing on construal level theory, our findings suggest that anthropomorphism through abstract framing increases perceived human-likeness and reduces state reactance compared to non-anthropomorphism. This, in turn, leads to a more positive attitude and greater visit intention. Theoretical and practical implications for developing marketing communication strategies to achieve upselling of PBMA in restaurants are discussed.
期刊介绍：
The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation.
In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field.
The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
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