Is there a link between our personality profiles and the tendency to eat meat or adopt a plant-based diet?
The five-factor, or OCEAN, model shows consistent associations between personality and diet.Personality profiling offers us a promising avenue to tailor promotional messages to different OCEAN traits.
We all have ‘those’ friends who wake up at dawn to train for their next triathlon, while our extraverted mates are just rolling home from a boozy night out. The former are most likely meal planning and measuring macronutrients, while the latter are chatting with friends over one last cigarette. One clear application here is in how we adapt the ways we"sell" plant-based foods to different personality profiles. This would involve using a more refined approach to market segmentation that includes profiling individuals based on their OCEAN traits, not just their sociodemographic characteristics—an option that is possible through
Extraverts and less-agreeable folk are a harder nut to crack. Yet knowing their personality profiles offers us unique, and potentially effective, entry points toFor example, as extraverts may be eating more meat during social gatherings or when dining out with friends, we could target these occasions specifically, working to emphasize how non-meat choices can be shared and enjoyed with others.
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