Table 1.

Examples of eligible outcome measures by category (consumption or purchase) and method of measurement

Measurement	Meat consumption	Meat purchase
Actual	Amount of meat (e.g., by weight) that subject self-serves at a buffet	Total cost of meat purchases listed on subject’s last grocery-store receipt
Self-reported	Amount of meat that subject reports having eaten during the past week	Amount of money that subject reports having spent on meat during the past week
Intended	Amount of meat that subject reports intending to eat during the next week	Reported willingness to pay for a meat versus non-meat dish