# Consumer Acceptance of Cultured Meat: An Updated Review (2018-2020)
## 8 Increasing Acceptance  
Our previous review included some studies which showed that additional information about cultured meat could influence consumers' views, and that less technical explanations and higher perceived market share were associated with increased acceptance [12; 39; 40; 69]. This section will discuss experimental studies which demonstrated an effect on acceptance of certain interventions. Several recent studies have demonstrated that cultured meat acceptance can be increased by providing additional positive information. [PERSON], [PERSON] and [PERSON] [33] found that providing additional information about the environmental benefits of cultured meat increased acceptance amongst urban Chinese consumers. [PERSON] and [PERSON] [18] found that providing additional positive information about cultured meat significantly increased the various measures of acceptance including the willingness to buy, but not the willingness to try. [PERSON] et al. [19] found that additional information about the various benefits of cultured meat significantly increased acceptance, and tasting what participants thought to be cultured meat significantly increased acceptance further. The authors tested three types of information (societal benefits, personal benefits, and meat quality and taste). They found that, while all three led to significant increases in acceptance, information about the personal benefits led to a significantly greater increase than the other information conditions. This provides evidence that messages aiming to persuade consumers to adopt cultured meat should focus primarily on the benefits to the consumer (rather than the benefits to society, the environment, or animals). [PERSON] et al. [53] noted that the latter tend to be more obvious to participants to begin with. Nomenclature and terminology are also important. [PERSON] and [PERSON] [14] found that different names had a significant effect on the measures of acceptance. We found that \"clean meat\" led to a significantly higher acceptance than \"lab grown meat\", with \"cultured meat\" and \"animal-free meat\" scoring somewhere in between. Further, we showed that the difference between groups was accounted for by the positivity of associations participants gave. This indicates that the mechanism by which nomenclature affects acceptance is by anchoring to concepts which are more or less appealing in the context. Similarly, [PERSON] et al. [16] found that German participants reading about cultured meat in their non-native English (vs. their native German) experienced less disgust, and subsequently had a higher willingness to eat it. The authors note that this foreign language effect has been observed in other contexts, appearing to make people behave in a more utilitarian manner [70]. Another issue impacting cultured meat acceptance is framing. [PERSON] & [PERSON] [15] found that frames which emphasized the societal benefits of cultured meat or its similarity to conventional meat led to significantly higher measures of acceptance compared to frames which emphasized the cutting-edge science aspect of the technology. We note that, while this frame, including imagery such as test tubes and lab coats, is less conducive to acceptance, it has understandably been one of the major frames used to discuss the topic in the media. Finally, [PERSON] et al. [13] found modest differences between experimental groups who read different messages about naturalness. A group who read about the unnaturalness of conventional meat were more persuaded than groups who read about the naturalness of cultured meat, or the irrelevance of naturalness. Manipulation checks indicated that the latter two frames here were ineffective at changing the targeted belief, and they were subsequently less persuasive than a control group, which read about the benefits of cultured meat unrelated to naturalness. This is evidence that drawing comparisons to the existing system is an effective method for dealing with charges of unnaturalness.