The present study examined if consumers’ impression of the taste of a food is a subjective process in which they imbue the food with cultural meaning and then evaluate the extent to which that meaning is consistent with their self-concept. Seventy-five students tasted a simulated meat product, but half were informed that it was (real) meat and the other half simulated meat. Results showed that participants who endorsed one cultural meaning of meat (i.e., social hierarchy) liked the taste and aroma of the food when they believed it was real meat and rejected it when they believed it was simulated meat. Implications for health promotions and theories of food choice are discussed.