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Frédéric Basso
Department of Psychological and Behavioural Science, London School of Economics and Political Science, Houghton Street, London WC2A 2AE, United Kingdom

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Journal article
Published: 07 July 2021 in Journal of Business Research
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This article examines vertical dimension as a metaphorical representation of ethical consumption by testing the connection between ethical consumption and high verticality, and its implications for consumers when considering fair-trade products. This research first shows that the representation of ethical consumption in terms of high verticality manifests in a strong implicit association between moral virtues underpinning fair-trade consumption (e.g., justice, solidarity) and “up” (Study 1). This research then demonstrates that consumers explicitly associate fair-trade products with an elevated position (Study 2), and that a match between fair-trade products and increased physical elevation results in heightened altruistic behavior (Study 3). In addition, this article reveals that greater familiarity with fair-trade products enhances this metaphorical representation and its downstream effects on altruistic behavior (Studies 2 and 3). The theoretical and managerial implications of the present research are discussed in conclusion.

ACS Style

Frédéric Basso; Julien Bouillé; Julien Troiville. Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption. Journal of Business Research 2021, 135, 508 -518.

AMA Style

Frédéric Basso, Julien Bouillé, Julien Troiville. Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption. Journal of Business Research. 2021; 135 ():508-518.

Chicago/Turabian Style

Frédéric Basso; Julien Bouillé; Julien Troiville. 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption." Journal of Business Research 135, no. : 508-518.

Journal article
Published: 03 July 2021 in Appetite
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As expressed by the “Healthy is Up” metaphor, conceptual metaphor theory argues that the representation of health is commonly associated with high verticality because, typically, people stay upright when they are healthy whereas illness may force them to lie down. Along this line of argument, this research is the first to empirically explore the metaphorical representation of healthy food in terms of verticality. Across five experiments (N = 714), this article first demonstrates that people are faster to pair healthy food with up than down in an implicit association test (Study 1, supporting a metaphorical congruency effect). Then, it shows that people associate healthy food with high verticality and unhealthy food with low verticality by placing healthy food up high and unhealthy food low down along the vertical axis, and by preferring a food pyramid that depicts healthy food at the top rather than at the bottom (Studies 2a, 2b and 3, supporting an abstract-to-concrete effect). Last, this research finds that people judge a food product as healthier when it is pictured from an upward-looking angle than when it is pictured from a downward-looking angle (Study 4, supporting a concrete-to-abstract effect). Further analyses test the interaction between individual differences in self-control and the effects of the “Healthy is Up” metaphor in Studies 2a, 2b, 3 and 4. The article concludes with a discussion of the theoretical and practical implications of this research.

ACS Style

Feiyang Wang; Frédéric Basso. The peak of health: The vertical representation of healthy food. Appetite 2021, 167, 105587 .

AMA Style

Feiyang Wang, Frédéric Basso. The peak of health: The vertical representation of healthy food. Appetite. 2021; 167 ():105587.

Chicago/Turabian Style

Feiyang Wang; Frédéric Basso. 2021. "The peak of health: The vertical representation of healthy food." Appetite 167, no. : 105587.

Journal article
Published: 15 June 2021 in Sustainability
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Cultured meat is an emerging food innovation that promises to be a more sustainable alternative to conventional meat. However, despite its potential health, environmental and animal welfare benefits, research suggests that consumer acceptance of cultured meat is not assured. Across two pre-registered experimental studies (N = 456), this article investigates the extent to which two different credence characteristics, namely corporate social responsibility (Study 1) and food safety (Study 2), lead to halo-based inferences that may affect the consumer acceptance of cultured meat. Results indicate that, whereas the halo effect of positive corporate behavior is negligible, negative corporate behavior yields a substantial negative halo effect on consumers’ attitudes towards cultured meat, which in turn decreases acceptance of cultured meat. Findings also reveal that these negative halo-based inferences are heightened among consumers who value highly corporate social responsibility (Study 1) and food safety (Study 2). Overall, this article reveals an asymmetric halo effect by showing that people tend to react strongly to negative, but not to positive, information about a cultured meat company. The implications of the present research are discussed in the conclusion.

ACS Style

Vincent Rabl; Frédéric Basso. When Bad Becomes Worse: Unethical Corporate Behavior May Hamper Consumer Acceptance of Cultured Meat. Sustainability 2021, 13, 6770 .

AMA Style

Vincent Rabl, Frédéric Basso. When Bad Becomes Worse: Unethical Corporate Behavior May Hamper Consumer Acceptance of Cultured Meat. Sustainability. 2021; 13 (12):6770.

Chicago/Turabian Style

Vincent Rabl; Frédéric Basso. 2021. "When Bad Becomes Worse: Unethical Corporate Behavior May Hamper Consumer Acceptance of Cultured Meat." Sustainability 13, no. 12: 6770.

Preprint content
Published: 13 February 2021
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Considering that the growth model that dominates across the world is unsustainable, an increasing trend of publications indicates that transformative social change toward a “degrowth” economy is necessary to tackle climate change. Defined as an alternative sustainable social-economic model aiming for a downscaling of production and consumption, degrowth has been widely analyzed and documented in social and environmental sciences. However, despite this increasing academic interest, degrowth maintains a rather negative public perception, and remains under-researched in psychology. In a series of four online studies (N=2,408), collected in the US and UK, one of which was pre-registered and tested on a representative sample, our research investigated whether support for this alternative sustainable social-economic model could be influenced by its name labelling (Rebirth vs. Degrowth) and its definition framing (Promotion vs. Prevention), using the Regulatory Focus Theory. The main findings indicate that support for social change toward a degrowth economy increased when its definition was framed in terms of achieving positive consequences (Promotion) rather than avoiding negative consequences (Prevention), regardless of its name labelling. Overall, this article introduces the concept of degrowth to environmental psychology and in doing so hopes to inspire more psychological scientists to research this transformative social-economic model.

ACS Style

Dario Krpan; Frederic Basso. Keep Degrowth or Go Rebirth? Regulatory Focus Theory and the Support for a Sustainable Downscaling of Production and Consumption. 2021, 1 .

AMA Style

Dario Krpan, Frederic Basso. Keep Degrowth or Go Rebirth? Regulatory Focus Theory and the Support for a Sustainable Downscaling of Production and Consumption. . 2021; ():1.

Chicago/Turabian Style

Dario Krpan; Frederic Basso. 2021. "Keep Degrowth or Go Rebirth? Regulatory Focus Theory and the Support for a Sustainable Downscaling of Production and Consumption." , no. : 1.

Journal article
Published: 11 November 2020 in Journal of Cleaner Production
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Sustainable organisations have to be profitable to maintain their economic and social activity. However, prior literature finds that people are reluctant to associate profitability with sustainability, which leads to negative judgement. Through experimental evidence, the current research supports this idea but shows that profitability actually backfires within sustainable organisational contexts when it is intentional, rather than unintentional. Results indicate that consumers use a zero-sum heuristic on resource allocation when they are presented with a green product that is intentionally (vs. unintentionally) profit-generating. They infer from intended (vs. unintended) profitability that the organisation devoted greater resources to make profit rather than to make the product more sustainable. This product thus appears less sustainable to consumers and they are less interested in buying it. The article concludes with a discussion on the implications of this research for sustainable organisations.

ACS Style

Jayani Chakravarti; Frédéric Basso. An intentional profit-generating strategy can be detrimental to a sustainable organisation. Journal of Cleaner Production 2020, 287, 125057 .

AMA Style

Jayani Chakravarti, Frédéric Basso. An intentional profit-generating strategy can be detrimental to a sustainable organisation. Journal of Cleaner Production. 2020; 287 ():125057.

Chicago/Turabian Style

Jayani Chakravarti; Frédéric Basso. 2020. "An intentional profit-generating strategy can be detrimental to a sustainable organisation." Journal of Cleaner Production 287, no. : 125057.

Preprint content
Published: 21 September 2020
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In the present research, we approached utopian thinking from an individual differences perspective and developed the utopian impulse as a psychological construct, defined as the propensity to have thoughts and engage in actions whose purpose is to transform the current society into a better one in the future by addressing existing global issues.

ACS Style

Frederic Basso; Dario Krpan. Utopian Impulse: An Individual-differences Approach to Transformative Social Change. 2020, 1 .

AMA Style

Frederic Basso, Dario Krpan. Utopian Impulse: An Individual-differences Approach to Transformative Social Change. . 2020; ():1.

Chicago/Turabian Style

Frederic Basso; Dario Krpan. 2020. "Utopian Impulse: An Individual-differences Approach to Transformative Social Change." , no. : 1.

Journal article
Published: 21 March 2019 in Appetite
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Why do people befriend animals, yet don't feel conflicted about eating some of them? Previous research on the “meat paradox” suggests that the dehumanization of meat animals plays a crucial role in attenuating the negative affective states that consumers may experience when consuming meat. However, relatively little is known about how the converse process, namely anthropomorphism, influences meat consumption. The current research provides evidence that anthropomorphizing meat animals through the friendship metaphor, “animals are friends”, can alter (omnivorous) consumers' attitudes and behavioral intentions toward meat eating, and induce feelings of guilt. More specifically, our experimental findings reveal that anthropomorphism has a negative effect on consumers' attitudes toward the food served in a restaurant and their intentions to patronize it when (pork) meat is on offer. This effect holds whether consumers are invited to consider themselves (Study 1a) or staff members (Study 1b) as taking part in a friendly human-animal interaction. We also demonstrate a similar effect of anthropomorphism on attitudes toward a (pork) meat product and their intentions to buy it, when consumers consider animal-animal friendship or human-animal friendship (Study 2). Last, we show that the negative effect of anthropomorphism on consumers' attitudes and behavioral intentions toward (pork) meat consumption is mediated by increased feelings of anticipatory guilt (Studies 3a and 3c). Nevertheless, no such effect was found with another kind of meat (beef), which indicates that anthropomorphizing meat animals through the friendship metaphor cannot be successfully applied to all commonly eaten species (Study 3b). Implications of these results for meat consumption are discussed.

ACS Style

Feiyang Wang; Frédéric Basso. “Animals are friends, not food”: Anthropomorphism leads to less favorable attitudes toward meat consumption by inducing feelings of anticipatory guilt. Appetite 2019, 138, 153 -173.

AMA Style

Feiyang Wang, Frédéric Basso. “Animals are friends, not food”: Anthropomorphism leads to less favorable attitudes toward meat consumption by inducing feelings of anticipatory guilt. Appetite. 2019; 138 ():153-173.

Chicago/Turabian Style

Feiyang Wang; Frédéric Basso. 2019. "“Animals are friends, not food”: Anthropomorphism leads to less favorable attitudes toward meat consumption by inducing feelings of anticipatory guilt." Appetite 138, no. : 153-173.

Journal article
Published: 01 September 2018 in Appetite
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Every day, people are exposed to images of appetizing foods that can lead to high-calorie intake and contribute to overweight and obesity. Research has documented that manipulating the visual perspective from which eating is viewed helps resist temptation by altering the appraisal of unhealthy foods. However, the neural basis of this effect has not yet been examined using neuroimaging methods. Moreover, it is not known whether the benefits of this strategy can be observed when people, especially overweight, are not explicitly asked to imagine themselves eating. Last, it remains to be investigated if visual perspective could be used to promote healthy foods. The present work manipulated camera angles and tested whether visual perspective modulates activity in brain regions associated with taste and reward processing while participants watch videos featuring a hand grasping (unhealthy or healthy) foods from a plate during functional magnetic resonance imagining (fMRI). The plate was filmed from the perspective of the participant (first-person perspective; 1PP), or from a frontal view as if watching someone else eating (third-person perspective; 3PP). Our findings reveal that merely viewing unhealthy food cues from a 1PP (vs. 3PP) increases activity in brain regions that underlie representations of rewarding (appetitive) experiences (amygdala) and food intake (superior parietal gyrus). Additionally, our results show that ventral striatal activity is positively correlated with body mass index (BMI) during exposure to unhealthy foods from a 1PP (vs. 3PP). These findings suggest that unhealthy foods should be promoted through third-person (video) images to weaken the reward associated with their simulated consumption, especially amongst overweight people. It appears however that, as such, manipulating visual perspective fails to enhance the perception of healthy foods. Their promotion thus requires complementary solutions.

ACS Style

Frédéric Basso; Olivia Petit; Sophie Le Bellu; Saadi Lahlou; Aïda Cancel; Jean-Luc Anton. Taste at first (person) sight: Visual perspective modulates brain activity implicitly associated with viewing unhealthy but not healthy foods. Appetite 2018, 128, 242 -254.

AMA Style

Frédéric Basso, Olivia Petit, Sophie Le Bellu, Saadi Lahlou, Aïda Cancel, Jean-Luc Anton. Taste at first (person) sight: Visual perspective modulates brain activity implicitly associated with viewing unhealthy but not healthy foods. Appetite. 2018; 128 ():242-254.

Chicago/Turabian Style

Frédéric Basso; Olivia Petit; Sophie Le Bellu; Saadi Lahlou; Aïda Cancel; Jean-Luc Anton. 2018. "Taste at first (person) sight: Visual perspective modulates brain activity implicitly associated with viewing unhealthy but not healthy foods." Appetite 128, no. : 242-254.

Original research article
Published: 31 March 2016 in Frontiers in Psychology
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Food imitating products are chemical consumer items used frequently in the household for cleaning and personal hygiene (e.g., bleach, soap, and shampoo), which resemble food products. Their containers replicate elements of food package design such as possessing a shape close in style to drinking product containers or bearing labels that depict colourful fruits. In marketing, these incongruent forms are designed to increase the appeal of functional products, leading to chemical consumer product embellishment. However, due to the resulting visual ambiguity, food imitating products may expose consumers to the risk of being poisoned from ingestion. Thus, from a public health perspective, food imitating products are considered dangerous chemical products that should not be sold, and may merit being recalled for the safety of consumers. To help policymakers address the hazardous presence of food imitating products, the purpose of this article is to identify the specific design features that generate most ambiguity for the consumer, and therefore increase the likelihood of confusion with foodstuffs. Among the visual elements of food packaging, the two most important features (shape and label) are manipulated in a series of three lab studies combining six Implicit Association Tests (IATs) and two explicit measures on products’ drinkability and safety. IATs were administered to assess consumers’ implicit association of liquid products with tastiness in a within-subject design in which the participants (N=122) were presented with two kinds of food imitating products with a drink shape or drink label compared with drinks (experiential products with congruent form) and classic chemical products (hygiene products) (functional products with congruent form). Results show that chemical consumer products with incongruent drink shapes (but not drink labels) as an element of food package design are both implicitly associated with tastiness and explicitly judged as safe and drinkable. These results require confirmation in other studies involving different shapes and labels. Notwithstanding, due to the misleading effect of this ambiguity, public health authorities are thus well advised to focus their market surveillance on chemical products emulating a food or drink shape.

ACS Style

Frédéric Basso; Julien Bouillé; Kévin Le Goff; Philippe Robert-Demontrond; Olivier Oullier. Assessing the Role of Shape and Label in the Misleading Packaging of Food Imitating Products: From Empirical Evidence to Policy Recommendation. Frontiers in Psychology 2016, 7, 450 .

AMA Style

Frédéric Basso, Julien Bouillé, Kévin Le Goff, Philippe Robert-Demontrond, Olivier Oullier. Assessing the Role of Shape and Label in the Misleading Packaging of Food Imitating Products: From Empirical Evidence to Policy Recommendation. Frontiers in Psychology. 2016; 7 ():450.

Chicago/Turabian Style

Frédéric Basso; Julien Bouillé; Kévin Le Goff; Philippe Robert-Demontrond; Olivier Oullier. 2016. "Assessing the Role of Shape and Label in the Misleading Packaging of Food Imitating Products: From Empirical Evidence to Policy Recommendation." Frontiers in Psychology 7, no. : 450.

Book chapter
Published: 17 September 2013 in Neuroeconomics and the Firm
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ACS Style

Frédéric Basso; Laurent Guillou; Olivier Oullier; Angela Stanton; Mellani Day; Isabell Welpe. Embodied Entrepreneurship: A Sensory Theory of Value. Neuroeconomics and the Firm 2013, 1 .

AMA Style

Frédéric Basso, Laurent Guillou, Olivier Oullier, Angela Stanton, Mellani Day, Isabell Welpe. Embodied Entrepreneurship: A Sensory Theory of Value. Neuroeconomics and the Firm. 2013; ():1.

Chicago/Turabian Style

Frédéric Basso; Laurent Guillou; Olivier Oullier; Angela Stanton; Mellani Day; Isabell Welpe. 2013. "Embodied Entrepreneurship: A Sensory Theory of Value." Neuroeconomics and the Firm , no. : 1.