Iron-deficient young women who are at risk of anaemia should be advised to eat red meat, a good food source of iron. However, red meat is known to elicit negative attitudes among young women, which could lead to low meat consumption. Several factors can contribute to meat attitudes. We therefore hypothesised that a good predictor of attitudes towards meat could be a positive affective component, for example, the pleasure of eating meat. In our study, 77 women with a mean age of 30.5 were surveyed. They were first asked about four hedonism variables (overall, eating, red meat and white meat hedonism) and ethical and nutritional concerns. Secondly, they were asked to express their attitudes of like/dislike towards meat by way of meat pictures, odours and taste. Red meat hedonism was first highly correlated with a liking of raw red and white meat pictures (0.41< or =r< or =0.68), followed by a liking of cooked red and white meat pictures (0.27< or =r< or =0.62). To a lesser extent, red meat hedonism was correlated with a liking of meat odours (0.29< or =r< or =0.38) and beef taste (r=0.32). Finally, red meat hedonism was the best predictor for most of the likings for red and white meat images. Thus, red meat images were pleasant for people who already like meat and did not encourage meat consumption among low meat-eating women.