In the past few decades, several negative aspects of excess meat consumption have been identified, ranging broadly from health to environment to consumer rejections of meat analogs. At the same time, however, several new meat alternatives have emerged such as algae, insects, and cultured meat, which all present a sustainable option to reduce meat consumption. The paper assesses the psychology of the “everyday” for meat-free products, focusing on how consumers in two specific markets in the USA (California, New York) respond to messages about four specific topics involving meat-free products. These four are sensory characteristics, possible usage in products, health aspects, and environmental aspects, respectively. Each study with 100 or more respondents used experimental design of messages (Mind Genomics) to understand the degree to which the respondents reacted positively or negatively to the 16 messages in each of the four studies. The data suggest that focusing on the Total Panel or on geography, gender, or age will not reveal the dramatically different mind-sets existing in each of the four topics. We introduce the notion of the PVI, personal viewpoint identifier, to help the researcher uncover these mind-sets, and help communicate effectively with each mind-set about meat analogs or help recruit these individuals to participate in further studies.

中文翻译：

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为非肉类类似物创建 Mind Genomics Wiki

在过去的几十年里，已经确定了过量肉类消费的几个负面方面，范围广泛，从健康到环境，再到消费者拒绝肉类类似物。然而，与此同时，出现了几种新的肉类替代品，例如藻类、昆虫和培养肉，它们都提供了减少肉类消费的可持续选择。该论文评估了无肉产品“日常”的心理，重点关注美国两个特定市场（加利福尼亚州、纽约）的消费者如何回应有关涉及无肉产品的四个特定主题的消息。这四个分别是感官特性、可能在产品中的用途、健康方面和环境方面。每项有 100 名或更多受访者的研究都使用信息的实验设计（思维基因组学）来了解受访者对四项研究中每一项中的 16 条信息的积极或消极反应的程度。数据表明，关注总小组或地理、性别或年龄不会揭示四个主题中的每一个都存在显着不同的心态。我们引入了 PVI 的概念，即个人观点标识符，以帮助研究人员发现这些心态，并帮助与每种关于肉类类似物的心态进行有效沟通，或帮助招募这些人参与进一步的研究。或年龄不会揭示存在于四个主题中的每一个中的截然不同的心态。我们引入了 PVI 的概念，即个人观点标识符，以帮助研究人员发现这些心态，并帮助与每种关于肉类类似物的心态进行有效沟通，或帮助招募这些人参与进一步的研究。或年龄不会揭示存在于四个主题中的每一个中的截然不同的心态。我们引入了 PVI 的概念，即个人观点标识符，以帮助研究人员发现这些心态，并帮助与每种关于肉类类似物的心态进行有效沟通，或帮助招募这些人参与进一步的研究。