EAN: 9783954894116

EXPLORING THE EFFECT OF IMAGERY AND CATEGORISAT...

Following the horse meat scandal of 2012 the concept of the meat paradox was created: engaging
in the consumption of meat whilst simultaneously disliking hurting animals. The theory of
cognitive dissonance suggests that farm animals are denied mind in order to relieve negative
feelings associated with eating animals. The present study explores the hypothesis that animals
will be attributed mind based on their category. The effect of the presentation of the
respective animal (e.g. text image) on the attribution of animal mind is also tested  as well
as association between mind attitudes toward animals. 69 participants recruited using the
Hanover social research website and University of Worcester research scheme completed this
study. Participants completed a demographic questionnaire followed by the attitudes towards
animals scale (ATAS) and an animal mental capacity rating task in either the control (text) or
experimental condition (image) conditions. The animals formed a number of categories  including
food and companion animals.

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