Meat-Eating, Cognitive Dissonance and Gender Differences

Abstract

Previous studies have found that exposing meat-eaters to the meat-animal connection can induce cognitive dissonance. However, these studies have only used lamb as the stimulus for the meat-animal connection, and it is unclear whether the results are reproduceable with other animals. Furthermore, consistent gender differences in dissonance have been observed, and there has been little investigation into the possible mechanisms behind them. The present study aimed to reproduce previous findings using a chicken stimulus, to explore empathy and gender role orientation as possible mechanisms for gender differences in dissonance, and to further investigate justifications for eating meat. Recruited meat-eaters (n = 235) were randomly assigned to three conditions: lamb, chicken and control. Those in the lamb and chicken conditions were exposed to the meat-animal connection by reading about the processing of an Australian meat lamb or chicken. Those in the control read about apples. All participants completed a pre- and post-condition affect measure with dissonance-related emotions. A positive difference between pre- and post-condition affect was indicative of cognitive dissonance. Results indicated that, on average, participants in the lamb and chicken conditions experienced greater dissonance than those in the control, indicating that exposure to the meat-animal connection induced dissonance. However, when analysed by gender, an average dissonance effect was found only in women. Small associations were found between cognitive dissonance, empathy and gender role orientation. Justifications for eating meat were also analysed. Implications are discussed. Keywords: meat, animals, cognitive dissonance, meat-paradox, gender