Anderson, Eric C.Barrett, Lisa Feldman2016-11-182016Anderson, Eric C., and Lisa Feldman Barrett. 2016. “Affective Beliefs Influence the Experience of Eating Meat.” PLoS ONE 11 (8): e0160424. doi:10.1371/journal.pone.0160424. http://dx.doi.org/10.1371/journal.pone.0160424.1932-6203http://nrs.harvard.edu/urn-3:HUL.InstRepos:29407633People believe they experience the world objectively, but research continually demonstrates that beliefs influence perception. Emerging research indicates that beliefs influence the experience of eating. In three studies, we test whether beliefs about how animals are raised can influence the experience of eating meat. Samples of meat were paired with descriptions of animals raised on factory farms or raised on humane farms. Importantly, the meat samples in both conditions were identical. However, participants experienced the samples differently: meat paired with factory farm descriptions looked, smelled, and tasted less pleasant. Even basic properties of flavor were influenced: factory farmed samples tasted more salty and greasy. Finally, actual behavior was influenced: participants consumed less when samples were paired with factory farm descriptions. These findings demonstrate that the experience of eating is not determined solely by physical properties of stimuli—beliefs also shape experience.en-USBiology and Life SciencesAgricultureAnimal ProductsMeatNutritionDietFoodMedicine and Health SciencesPhysiologyPhysiological ProcessesEatingBeefHamPhysical SciencesPhysicsPhysical PropertiesAnimal ManagementAnimal WelfareNeuroscienceSensory PerceptionSmellPsychologySocial SciencesJournal Article2016-11-1810.1371/journal.pone.0160424