Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships

2012/09/20 by Paul Rozin, Julia M. Hormes, Myles S. Faith +1 · 4 citations
Psychology · Neuroscience · #Language, Metaphor, and Cognition #Olfactory and Sensory Function Studies #Humor Studies and Applications

paper · doi:10.1086/664970

openalex publication_date 2012/09/20 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28

Abstract

Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multimethod framework, the authors explore whether there is a metaphoric link between meat and maleness in Western cultures. The authors address this in six quantifiable studies that involve (1) implicit associations, (2) free associations, (3) indirect-scenario-based inferences, (4) direct measurement profiling, (5) preference and choice, and (6) linguistic analysis and conclude that there is a metaphoric relationship between mammal muscle meat and maleness.

Citations

• Convergent and discriminant validation by the multitrait-multimethod matrix.
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