A communicational approach to enhance open-mindedness towards meat-refusers

Meat-refusers (vegetarians and vegans) are typically derogated by meat eaters because they threaten meat eaters' moral self-image. In two preregistered experiments (N = 323 and N = 243), we examined the effects of communication style on this 'do-gooder' derogation. For this purpose, we developed a paradigm to create moral threat in participants in an online study. Afterwards, participants read an essay of a meat-refuser that was either static, confident, and result-oriented; or dynamic, uncertain, and process-oriented. Dynamically communicating meat-refusers were found to elicit less moral threat and be evaluated as less arrogant than static targets. Regardless of communication, meat refusers with non-moral motives were also evaluated as less threatening and arrogant than ethical vegetarians and vegans. We propose that dynamic communication can improve relations between meat eaters and meat-refusers and, thereby, may eventually inspire meat eaters to decrease their meat consumption in the future.