This is the project for **Using consumption and reward simulations to increase the appeal of plant-based foods**. The project contains the following components: #### Github component We processed and analysed all data with R. The R projects was linked with Github for version control. To reproduce our analysis, inspect the data etc. please see the **Analysis** wiki here on the OSF. To get an overview of the data files and codebooks, see the **Data** wiki. #### OSF storage component There are three folders in this component. The **figures** folder contains two sub-folders, which contain the figures we use in the manuscript for the respective studies. To reproduce these figures, see the `plots.Rmd` file within the Github component. The **materials** folder contains two subfolders, one for Study 2 and one for Study 3. Within each folder, the `counterbalancing_stimuli_studyX.xlsx` file illustrates how we counterbalanced the stimulus assignment across participants. The `labels_studyX.docx` file contains the stimuli we used in the study. The **qualtrics** folder contains the studies, both in `.docx` format and the proprietary Qualtrics format. The **preregistration** folder contains two documents, one preregistration per study. Note that `preregistration_study2.docx` was frozen via the registrations tab of this OSF project, whereas `preregistration_study3.docx` was merely uploaded to the project (see time stamp) without freezing the project via the registration tab. In the materials for Study 2, we also provide online supplementary materials as a word file (`online_supplementary_materials.docx`).