What do bacon and faeces have in common? They can produce the same feeling of disgust

By Elisa Becker, Postdoctoral Researcher, Behaviour Change Interventions, University of Oxford
Natalia Lawrence, Associate Professor in Translational Medicine, University of Exeter

What do crispy bacon, a juicy beef steak, human flesh and faeces have in common? They all trigger the same powerful reaction in vegetarians – disgust.

According to new research, for vegetarians, meat sits in the same psychological category as some of the most revolting substances imaginable.

In our recent study, we explored how vegetarians and omnivores respond emotionally to different types of food. We asked vegetarians to look at images of commonly eaten meats – roast chicken,…

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