Moral rebels and dietary deviants : how impressions of veg*ns as moral minorities predict their social attractiveness

In this preregistered study we examined why people with an omnivorous diet (i.e., omnivores) would view vegetarians and vegans (i.e., veg*ns) as less socially attractive based on their status as stigmatized moral minorities. Drawing on a recently demonstrated distinction between perceived morality and sociability in research on universal dimensions of social perception, we expected that veg*ns would be perceived as more moral, but also as less sociable and socially attractive compared to omnivores because of stereotypes based on their moral deviance: moralistic and eccentric impressions. Using an online questionnaire, a diverse sample of UK omnivores were randomly allocated to answer questions about either vegetarians, vegans or omnivores. Results largely confirmed our hypotheses yet the effect of moralistic impressions on social attractiveness was particularly strong and vegetarians had a more favourable profile compared to vegans. Our findings highlight the social implications of be(com)ing veg*n and its relevance for social marketing.

Publication year:2021

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