The psychology of naturalness preference
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Recently, at a birthday party, I spoke to someone who was very concerned about all the problems that our modern era brings. He saw overpopulation as one of the biggest problems. When I said that developments in food technology could provide a good solution for the growing world population, he said with an expression of disgust: “Food technology! The word alone disgusts me! No, my vision is that the world population must be drastically reduced and that we must restore our connection with nature.” I was reminded of this conversation when I came across an article about the naturalness preference ( Zhang & Yu, 2023 ).