Consume humanity: Eating anthropomorphic food leads to the dehumanization of others

Abstract

Food anthropomorphism, a prevalent and effective marketing tactic, can positively influence consumer perception and purchasing behavior. However, recent scholarly attention has been drawn to the potential negative consequences of consuming anthropomorphized food. The current research focused on how and why food anthropomorphism affected the dehumanization of unfamiliar others and the negative downstream consequences. Five studies (N = 848) were conducted to investigate the impact of both imagined and actual consumption of anthropomorphic food on dehumanizing unfamiliar others. The results showed that food anthropomorphism induced the dehumanization of strangers, a process mediated by the state empathy. Furthermore, the dehumanization caused by eating anthropomorphic food increased the endorsement of harm for murderers. These findings contribute to the current understanding of food anthropomorphism and dehumanization and provide insights for future anthropomorphism strategy management.