What does it mean to say that cultured meat is unnatural?

Cultured meat offers a potential alternative to factory farming and its associated problems. Despite this, public opinion about cultured meat is mixed. One concern cited by many potential consumers is that cultured meat is "unnatural". Although there has been much interest in this perspective, there has been virtually no research exploring the psychological factors that motivate this view. The current study (N = 904) examines the beliefs, worldviews, and attitudes associated with the conclusion that cultured meat is unnatural. We found little evidence that naturalness perceptions flowed from a process of analytic reasoning; rather, ratings of unnaturalness appear to be grounded in affective mechanisms such as disgust and fear. This suggests that acceptance strategies that target analytic processing (e.g. information) may have limited success, which has indeed been the case with the strategies tested to date. Our findings are informative for research programs and cultured meat marketing strategies going forward.