Fig. 2.

Price Effect Simulations for Meat and PBMA Burgers (Study 2). Note: Consideration and choice probabilities are shown for the meat burger and PBMAs (aggregated) given a PBMA price range between $12.50 and $5, along with 95% credible intervals. Across PBMA price scenarios, the price of the meat burger was kept constant at $10. A PBMA price of $10 thus corresponds to price parity. The gray dashed lines display the population mean (representative of the United States). Education = high: college degree or higher; No Prior PBMAs = yes: self-report to never eat PBMAs. Disaggregated PBMA results are shown in SI Appendix, Figs. S5–S7.