“Do you consider animal welfare to be important?” activating cognitive dissonance via value activation can promote vegetarian choices
نویسندگان
چکیده
Reducing global meat consumption can improve animal welfare, environmental and health issues. Although many people recognize this, they also continue eating meat. When become aware of their conflicting cognitions regarding consumption, such as finding both welfare important, it result in aversive feelings, known cognitive dissonance. We add to the literature by exploring whether dissonance be used support desired behavioral choices. More specifically, we examine activating peoples' pre-existing values, stimulating them reflect on consider trigger turn promote choice for vegetarian meals. An online study showed that our value activation strategy indeed increased amount experience when thinking consuming meat, which intention eat a meal, especially among those with strong pro-environmental self-identity. A subsequent field restaurant (almost) doubled percentage burgers ordered. Our findings show important force face inner conflict channel into choosing meal.
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ژورنال
عنوان ژورنال: Journal of Environmental Psychology
سال: 2022
ISSN: ['0272-4944', '1522-9610']
DOI: https://doi.org/10.1016/j.jenvp.2022.101871