Data underlying the publication 'Enhancing Desirable Food Behaviors by Increasing or Decreasing Disgust: Designing and Testing Infographics'

We created stimuli (drawings with texts) that may be able to increase or decrease the purchasing of mushrooms, cheese, and meat. In Study 1 (N=429) we determined the familiarity, credibility and relevance of each aspect and measured emotional responses (pride, shame, admiration, contempt, joy, sadness, hope, fear, anger, satisfaction, desire, disgust, boredom, and fascination) to them. In Study 2 (N=307), we investigated to what extent four aspects combined in an infographic on a poster lessened or strengthened the emotional responses, purchase intention, and tendency to adapt behavior for the three products.