““the meat paradox”: the mental dissonance caused by our empathy for animals and our desire to eat them.
Australian psychologists Steve Loughnan, Nick Haslam, and Brock Bastian coined the term in 2010, defining it as the “psychological conflict between people’s dietary preference for meat and their moral response to animal suffering.” We empathize with animals — after all, we are animals ourselves — but we’re also hardwired to seek calorie-dense, energy-rich foods. And for most of human history, that meant meat.”
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“Almost one in four American adults tells pollsters they’re cutting back on their meat intake — while the country sets new records for per capita meat consumption. We abhor the treatment of animals on factory farms, where 99 percent of meat in the US is produced, yet we dislike vegans. And even those of us who say we’re vegetarian or vegan are often stretching the truth.”
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“One of the founding studies of the meat paradox literature, Percival told me, was the one published by the psychologists Loughnan, Haslam, and Bastian in 2010. They gave questionnaires to two groups, and while the subjects filled in answers, one group was given cashews to snack on while the other group was given beef jerky. The surveys asked participants to rate the sentience and intelligence of cows and their moral concern for a variety of animals, such as dogs, chickens, and chimpanzees.
The participants who ate the beef jerky rated cows less sentient and less mindful — and extended their circle of moral concern to fewer animals — than the group that ate the cashews.”
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“Even exposure to strict vegetarians or vegans can elicit a “heightened commitment to pro-meat justifications,” Percival says about one study. This might explain why we see per capita meat consumption rise in tandem with rates of veganism and vegetarianism.”
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“We make myths to justify our relationship with animals, too. One of the more popular ones is the “ancient contract,” which goes something like this: Animals give us their meat, and in exchange, we give them domestication and thus an opportunity to evolutionarily succeed. This concept was coined by science writer Stephen Budiansky in 1989 and has been touted by food writers Michael Pollan and Barry Estabrook, as well as iconic animal welfare scientist Temple Grandin.”
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“We also use language to obscure; one study found that replacing “slaughtering” or “killing” with “harvesting” reduced dissonance, and that replacing “beef” and “pork” on restaurant menus with “cow” and “pig” generated more empathy for animals. Adding a photo of an animal next to the dish further elevated empathy, while also making vegetarian dishes more appealing to study participants.
Percival says the meat paradox can be found across cultures and time periods, and that “there is no culture in which plant foods are problematic in the same way.””