Employing feelings instead of data in the battle against meat consumption
In a groundbreaking study published under Creative Commons by 360infoTM, Italian researcher Patrizia Catellani from the Catholic University of Sacred Heart, Milan, investigates the impact of emotional and moral appeals on dietary choices. The study suggests that these appeals can be effective in fostering a shift towards plant-based diets, but their effectiveness depends on various social and psychological factors.
The research found that appeals triggering physical or moral disgust can weaken people's enjoyment of meat or their ability to morally disengage from the consequences of animal suffering. However, the impact of the physical disgust message on moral disengagement was marginal, suggesting that visceral reactions to unhygienic or violent images could disrupt moral rationalisations, though not strongly enough to change food choices on their own.
Challenging this moral distance through targeted messaging may be a more effective strategy than appealing to individuals who already share ethical concerns but continue to eat meat for other reasons. The study emphasizes the importance of addressing both the emotional appeal and justifications for consuming animal products.
Interestingly, participants with lower levels of belief in human supremacy were less influenced by moral disgust messages. This finding highlights the role of personal beliefs in shaping responses to moral arguments about dietary habits.
The study also offers insights into the psychological barriers to dietary change. Appeals that focus solely on health or climate impact may not be enough to overcome the emotional satisfaction that many consumers derive from eating meat. On the other hand, moral disgust had a different trajectory; it did not significantly reduce moral disengagement across the sample, but among participants who believed moderately to strongly in human supremacy, the message decreased moral disengagement and increased the likelihood of choosing plant-based options.
The study underscores the importance of understanding the complex interplay between emotions, values, and social norms in shaping behavior, particularly in areas such as diet, health, and climate change action. Policy makers, activists, and advocates seeking to reduce meat consumption might consider integrating disgust-based appeals into broader strategies.
The Italian context reflects these patterns, with behavioral change more likely when appeals resonate socially and morally but must be supported by changes in accessibility, affordability, and normative food culture to achieve lasting impact. Emotions, values, and social norms are increasingly seen as central to shaping behavior, and this study supports a broader shift in behavioral science and public health communication, recognizing the limitations of rational appeals.
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