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Recommendations to reduce meat consumption are increasing and more meat substitutes are proposed in supermarkets. However, the adoption of these products appears to be highly dependent on the gender of consumers (more women than men buy these products). Our results show that the vegetarian character of a product negatively influences the attractiveness of this product to men. On the other hand, the vegetarian product is not perceived as more attractive to women. Interestingly, the unattractiveness of the product to men disappears with a shorter psychological distance with the product through a direct experience. We discuss the gender asymmetry and the role of the type of experience and propose recommendations for brands and retailers. [ABSTRACT FROM AUTHOR]