Decoding the meaning of alternative proteins: Connotations and music-matching

Alternative proteins have recently received significant attention from both academia and industry. Given the reported lower willingness of consumers to accept these alternative protein sources, it is crucial to gain insights into consumers' perceptions of them. Study 1, based on the theory of the meaning of objects and concepts, unveiled the connotative meaning (evaluation, potency, activity) associated with five alternative proteins (insects, cultured meat, mycoprotein, algae, and plant-based proteins). Animal-based sources, such as insects and cultured meat, received lower ratings in evaluation but scored higher in potency/activity. Conversely, plant-based sources, including mycoproteins, algae, and plant-based proteins, were rated higher in evaluation but lower in potency/activity. Building upon the congruency theory, Study 2 integrated these connotative meanings of alternative proteins into potential marketing strategies. More specifically, Study 2 introduced background music as an ambient factor and demonstrated how certain music genres align with alternative proteins, suggesting their potential use in alternative protein marketing. Animal-based protein sources were found to align with music genres characterized by lower evaluation and higher potency/activity, such as metal and rock. In contrast, plant-based sources were better matched with music genres associated with higher evaluation and lower potency/activity, such as classical, jazz, and country. Drawing from the insights obtained through these studies, this paper discusses practical applications in the context of marketing strategies and highlights potential avenues for future research.