Debating animal products not through data, but through feelings

Debating animal products not through data, but through feelings

In a groundbreaking study conducted by Professor Patrizia Catellani at the Catholic University of Sacred Heart, Milan, it has been found that emotional and moral appeals may be more effective than facts alone in encouraging dietary change, particularly towards adopting plant-based diets.

The study, published under Creative Commons by 360infoTM, reveals that messages designed to trigger feelings of disgust can play a role in reducing meat consumption. However, it's important to note that the effect of the physical disgust message was indirect, suggesting that disgust undermines the attractiveness of meat rather than directly persuading participants to change their behavior.

Interestingly, the study also highlights the significance of addressing both the emotional appeal and justifications for consuming animal products. In this context, 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. Participants with lower levels of belief in human supremacy were less influenced by moral disgust messages, suggesting that these individuals already had an ethical awareness, and their meat consumption was more likely to be due to habit or enjoyment rather than moral disengagement.

This finding underscores the role of human supremacy as a key factor in responses to moral arguments about dietary habits. Disgust, it seems, is more than a visceral reaction; it can be a powerful tool to challenge deeply held beliefs and habits.

The study offers insights into the psychological barriers to dietary change, suggesting that 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. Instead, a balanced communication strategy combining emotional resonance with factual support appears more persuasive.

The findings support a shift in behavioural science and public health communication towards focusing on emotions, values, and social norms. This reflects the need for a balanced communication strategy that combines emotional resonance with factual support.

The research is related to topics such as Carbon & Climate, Food & Agriculture, and Lifestyle. It is also associated with the United Nations Sustainable Development Goals 3 (Health), 11 (Cities), and 12 (Consumption).

The study's implications extend beyond academic circles. Policy makers, activists, and advocates may consider integrating disgust-based appeals into broader strategies to reduce meat consumption. For instance, plant-based meat companies could focus on emotional marketing—highlighting indulgence, taste, and inclusivity—rather than relying mainly on ethical arguments or facts alone, as fact-heavy or "preachy" tones may deter consumers.

In Europe, research indicates that emotional and moral appeals tend to be more effective than purely fact-based approaches in promoting plant-based diets. Presenting plant-based options as delicious, wholesome, and celebratory helps overcome barriers linked to perceptions of plant-based products as too processed or inferior. Health consciousness also influences food choices significantly, suggesting that nutritional facts do have a role but are insufficient alone without emotional engagement.

In conclusion, emotional and moral messaging—such as emphasizing animal welfare or environmental benefits framed in an inclusive, positive manner—appears more persuasive in encouraging plant-based diet adoption in Europe, including Italy, than fact-only campaigns. This reflects the need for a balanced communication strategy combining emotional resonance with factual support.

[1] EIT Food (2021). EIT Food Europe-wide research reveals emotional marketing is key to promoting plant-based diets. [online] Available at: https://eitfood.eu/news/eit-food-europe-wide-research-reveals-emotional-marketing-is-key-to-promoting-plant-based-diets/

[2] European Commission (2021). Health consciousness influences food choices significantly. [online] Available at: https://ec.europa.eu/info/publications/health-consciousness-influences-food-choices-significantly_en

1. The study by Professor Patrizia Catellani suggests that appeals that focus on emotions, values, and social norms may be more effective than factual support alone in encouraging the adoption of plant-based diets, particularly in Europe.
2. according to the research, disgust-based appeals could be a powerful tool for policy makers, activists, and advocates in their strategies to reduce meat consumption, such as plant-based meat companies focusing on emotional marketing.
3. The findings of the study underscore the significance of addressing both the emotional appeal and justifications for consuming animal products, as appeals that focus solely on health or climate impact may not be enough to overcome the emotional satisfaction that consumers derive from eating meat.
4. The research is related to the United Nations Sustainable Development Goals 3 (Health), 11 (Cities), and 12 (Consumption), and is also associated with topics such as Carbon & Climate, Food & Agriculture, Lifestyle, health-and-wellness, and water security, as it offers insights into the psychological barriers to dietary change.

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