Cognitive regulation of alternative proteins: Positive reappraisal enhances wanting for insects, plant-based meat analogies, cultured meat, and algae.

Alternative proteins have attracted increasing attention from researchers and industry. Generally, consumers exhibit reluctance toward accepting alternative proteins. However, the potential of cognitive strategies to enhance consumer acceptance of alternative proteins remains unclear. Drawing on the literature on emotion regulation, we investigated whether emotion-regulation strategies, particularly positive cognitive reappraisal, could increase positive emotions and the wanting for alternative proteins. Across two pre-registered studies, our findings revealed that positive cognitive reappraisal significantly increased the wanting for various alternative proteins, including insects, plant-based meat analogs, cultured meat, and algae compared with looking at the alternative proteins. Additionally, an increase in the wanting for alternative proteins was mediated by an increase in positive emotional responses. In other words, positive cognitive reappraisal (versus looking at alternative proteins) enhances positive emotional responses to alternative proteins, which in turn enhances wanting for alternative proteins. These findings reveal the role of cognitive strategies in enhancing consumer acceptance of alternative proteins and suggest that interventions focusing on positive cognitive reappraisal could effectively increase consumer acceptance of alternative proteins.