Give meatless rolls -- and cheap cola -- a chance

So you don't like meatless burgers -- or non-name brand cola. It could be a matter of taste, as you say. Or you could just be shallow.

At least that's my interpretation of a study published in the August issue of Journal of Consumer Research. It found that values and preconceived notions about such things as power, strength and the enjoyment of life affected how people ranked their enjoyment of food and drink.

First, some background: Meat, sociologists and anthropologists say, represents social power. Fruits, vegetables and grains (you know, wimpy foods) represent social equality and the rejection of power. And Pepsi, that drink of fun-lovers, suggests an enjoyment of life. To a lot of people anyway. Researchers assessed participants' values in these matters before doling out the goods.

Now on to the taste test...

In one part of the study, participants were given either a meatless-but-meatlike* sausage or a beef sausage. Some were told the truth about their product, some weren't. In the second part of the study, participants were given Woolworth Homebrand soda or Pepsi. Again, some were told the truth, some were, we'll say it, lied to.

And the study showed ... preconceived notions will screw you up!

People who turned up their nose at social power liked the taste of their food better when they thought they were eating vegetarian sausage -- no matter what they actually ate. Those who were big fans of social power (and, really, it seems hard to believe anyone isn't) reported opposite reactions, though, it must be said, to a lesser degree. (That latter bit might surprise some people; I rather enjoyed it.)

As for drinks, those who weighed in on the side of life enjoyment and social recognition liked their drink better when told it was Pepsi. Those who didn't value life enjoyment ... well, Woolworth was good enough, I guess.

Knowing these inclinations could help people choose their food more wisely or, maybe, less self-consciously. 

Says the lazyvegan of the research: "We humans are a funny messed up bunch."

(* Sorry, still can't say "veggie.")

-- Tami Dennis