Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

Animals like us: The use of anthropomorphism via the pain metaphor to reduce beef consumption

Published: May 25, 2021


ziad choueiki, Ghent University; Maggie Geuens, Ghent University; Iris Vermeir, ghent university


Our current work contributes to the literature of meat consumption reduction. Capitalizing on the inherent humanizing characteristic of anthropomorphism coupled with leveraging negativity bias, we created a novel approach to combat strategies to justify meat consumption namely "denial of animal mind". Using on-pack product stickers inspired by the anti-smoking messages on cigarette packs, we show that unlike two tested anthropomorphic approaches in the literature (intelligence and pro-social behavior of animals) an on-pack pain anthropomorphic sticker can reduce purchase intentions of the meat product and reduced intention to consume meat in general. We also show how pain anthropomorphism’s negative impact on purchase intention is serially mediated by anticipatory guilt and attitude towards meat.