Strong As an Ox: Usage of Storytelling By Vegan Athletes to Reduce Consumers’ Meat-Health Associations

This paper explores the implicit/explicit association between meat consumption and health. We propose that storytelling by vegan athletes (whose personal experiences challenge the prejudice of veganism being an inadequate diet) can help reducing both consumers’ implicit meat-health association and the explicit belief that meat is necessary, normal, natural, and nice


ziad choueiki, Maggie Geuens, Iris Vermeir, and Adriaan Spruyt (2020) ,"Strong As an Ox: Usage of Storytelling By Vegan Athletes to Reduce Consumers’ Meat-Health Associations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1205-1205.


ziad choueiki, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Adriaan Spruyt, Ghent University, Belgium


NA - Advances in Consumer Research Volume 48 | 2020

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