The taste of compassion: Influencing meat attitudes with interhuman and interspecies moral appeals

Consumers of meat products are generally shielded from the moral dissonance associated with the killing of livestock. Nonetheless, consumers increasingly look for ways to reduce or avoid meat in their diets due to concerns about individual health and the harmful global impacts of meat production. Campaigns that promote plant-based diets seek to facilitate such efforts by appealing to consumers' compassion, but the effects of such moral appeals...