Master of Science (M.Sc.)
Catherine A Forestell
Paul D Kieffaber
Meat production is associated with negative effects on the environment and inhumane treatment of animals. It is also associated with negative health outcomes. Increasing awareness of these negative effects may encourage people to reduce their meat consumption. Previous studies have demonstrated that video interventions that focus on the negative effects of meat production and consumption increase university students’ intentions to reduce meat intake and decrease implicit wanting for meat. The current study aimed to extend these findings to determine whether individual differences in personality characteristics and concerns related to the effects of meat consumption would moderate the effect of video interventions on intentions to reduce meat intake and implicit wanting. Additionally, the study aimed to test whether intentions to reduce meat consumption would predict real changes in meat consumption one week post-intervention. Results demonstrated that environmental and animal welfare, but not health-related video appeals, increased intentions to reduce meat intake. In contrast, none of the video appeals decreased implicit wanting of meat. Social Dominance Orientation and Meat Attachment were predictive of intentions to reduce meat intake and implicit wanting but did not moderate the effects of videos. Likewise, climate change worry and speciesism were predictive of intentions and implicit wanting but did not moderate the effect of their respective videos. Finally, intentions to reduce meat intake did not predict reductions in meat consumption. These results suggest that, while video appeals may increase people’s intentions to reduce meat, these intentions are not moderated by individual differences related to meat consumption, and they may not translate to behavioral changes in university students.
© The Author
Valerio Montero, Daniel, "Watch What You Eat: The Role Of Individual Differences In Determining The Effectiveness Of Video Appeals In Reducing Meat Intake" (2023). Dissertations, Theses, and Masters Projects. William & Mary. Paper 1686662700.