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With the growth of plant-based diets and plant-based meat alternatives (and news coverage and advertising), do you think there's the potential of social desirability bias in that meat eaters would report positive measures regarding a vegetarian diet? As I understand it, the participants are to respond true/false to the statements? We are primarily Paleo, but we also have 1-2 dinners a week that are vegetarian (for a variety of reasons). So couldn't 100% say true/false that eating meat is unhealthy for me. How do you account that other motives besides health may be influencing which diet they pursue (e.g. religious or animal rights motives)? (I'm fascinated by any research involving how consumers make food choices. I cook nearly all of our meals, read labels, love to try new recipes and try to keep up with nutrition from a layman's perspective.)