In India most animal welfare people are vegetarians. We, in People for Animals, insist on that. After all, you cannot want to look after animals and then eat them. But most meat eaters, whether they are animal people or not, have a hesitant relationship with the idea of killing animals for food. They enjoy the taste of meat, but shy away from making the connection that animals have been harmed grievously in the process.
This moral conflict is referred to, in psychological terms, as the 'meat paradox'. A meat eater will eat caviar, but he will refuse to listen to someone telling him that this has been made from eggs gotten from slitting the stomach of a live pregnant fish. The carnivorous individual simply does not want to feel responsible for his actions. Meat eaters and sellers try and resolve this dilemma by adopting the strategy of mentally dissociating meat from its animal origins. For instance, ever since hordes of young people have started shunning meat, the meat companies and their allies in the government, and nutraceutical industry, have deliberately switched to calling it “protein”. This is an interesting manipulation of words and a last ditch attempt to influence consumer behaviour.
For centuries meat has been a part of people’s diet in many cultures. Global meat eating rose hugely in the 20th century, caused by urbanization and developments in meat production technology. And, most importantly, the strategies used by the meat industry to dissociate the harming of animals from the flesh on the plate. Researchers say “These strategies can be direct and explicit, such as denial of animals' pain, moral status, or intelligence, endorsement of a hierarchy in which humans are placed above non-human animals” (using religion and god to amplify the belief that animals were created solely for humans, and had no independent importance for the planet, except as food and products). The French are taught, for instance, that animals cannot think.
Added to this is the justification of meat consumption based on spurious nutritional grounds. Doctors and dieticians, who are unwitting tools of the “nutritional science” industry, put their stamp on this shameless hard sell.
The most important of all these strategies, and the one that has a profound effect on meat consumption, is the dissociation of meat from its animal origins. Important studies have been done on this (Kunst & Hohle, 2016; Rothgerber, 2013; Tian, Hilton & Becker, 2016; Foer, 2009; Joy, 2011; Singer, 1995). “At the core of the meat paradox is the experience of cognitive dissonance. Cognitive dissonance theory proposes that situations involving conflicting behaviors, beliefs or attitudes produce a state of mental discomfort (Festinger, 1957). If a person holds two conflicting, or inconsistent pieces of information, he feels uncomfortable. So the mind strives for consistency between the two beliefs, and attempts are made to explain or rationalize them, reducing the discomfort. So the person distorts his/her perception wilfully and changes his/her perception of the world.
The meateater actively employs dissociation as a coping strategy to regulate his conscience, and simply stops associating meat with animals.
In earlier hunter-gatherer and agricultural societies, people killed or saw animals killed for their table. But from the mid-19th century the eater has been separated from the meat production unit. Singer (1995) says that getting meat from shops, or restaurants, is the last step of a gruesome process in which everything, but the finished product, is concealed. The process: the loading of animals into overcrowded trucks, the dragging into killing chambers, the killing, beheading, removing of skin, cleaning of blood, removal of intestines and cutting the meat into pieces, is all secret and the eater is left with neatly packed, ready-to-cook pieces with few reminders of the animal. No heads, bones, tails, feet. The industry manipulates the mind of the consumer so that he does not think of the once living and intelligent animal.
The language is changed concealing the animal. Pig becomes pork, sausage, ham, bacon, cows become beef and calves become veal, goat becomes mutton and hens become chicken and white meat. And now all of them have become protein.
Then come rituals and traditions which remove any kind of moral doubt. People often partake in rituals and traditions without reflecting on their rationale or consequences. Thanksgiving is turkey, Fridays is fish. In India all rituals were vegetarian. Now, many weddings serve meat. Animal sacrifice to the gods is part of this ritual.
Studies have found that people prefer, or actively choose, to buy and eat meat that does not remind them of the animal origins (Holm, 2018; Te Velde et al.,2002. But Evans and Miele (2012), who investigated consumers’ interactions with animal food products, show that the fast pace of food shopping, the presentation of animal foods, and the euphemisms used instead of the animal (e.g., pork, beef and mutton) reduced consumers’ ability to reflect upon the animal origins of the food they were buying. Kubberod et al. (2002) found that high school students had difficulty in connecting the animal origins of different meat products, suggesting that dissociation was deeply entrenched in their consuming habits. Simons et al. found that people differed in what they considered meat : while red meat and steak was seen as meat, more processed and white meat (like chicken nuggets e.g.) was sometimes not seen as meat at all, and was often not considered when participants in the study reported the frequency of their meat eating.
Kunst and Hohle (2016) demonstrated how the process of presenting and preparing meat, and deliberately turning it from animal to product, led to less disgust and empathy for the killed animal and higher intentions to eat meat. If the animal-meat link was made obvious – by displaying the lamb for instance, or putting the word cow instead of beef on the menu – the consumer avoided eating it and went for a vegetarian alternative. This is an important finding : by interrupting the mental dissociation, meat eating immediately went down. This explains how, during COVID, the pictures of the Chinese eating animals in Wuhan’s markets actually put off thousands of carnivores and meat sale went down. In experiments by Zickfeld et al. (2018) and Piazza et al. (2018) it was seen that showing the pictures of animals, especially young animals, reduce people’s willingness to eat meat.
Do gender differences exist when it comes to not thinking about the meat one eats ?
In Kubberød and colleagues’ (2002) study on disgust and meat consumption, substantial differences emerged between females and males. Men were more aware of the origins of different types of meat, yet did not consider the origins when consuming it. Women reported that they did not want to associate the meat they ate with a living animal, and that reminders would make them uncomfortable and sometimes even unable to eat the meat. In a study by Bray et al. (2016), who investigated parents’ conversations with their children about the origins of meat, women were more likely than men to avoid these conversations with their children, as they felt more conflicted about eating meat themselves. In a study by Kupsala (2018) female consumers expressed more tension related to the thought of killing animals for food than men. The supermarket customer group preferred products that did not remind them of animal origins, and showed a strong motivation to avoid any clues that highlighted the meat-animal connection. What emerged was that the females felt that contact with, and personification of, food producing animals would sometimes make it impossible for them to eat animal products.
What are the other dissociation techniques that companies and societies use to make people eat meat. For men, the advertising is direct: Masculinity, the inevitable fate of animals, the generational traditions of their family. For women it is far more indirect : just simply hiding the source of the meat and giving the animal victim a cute name to prevent disgust and avoidance.
Kubberod et al. (2202) compared groups from rural and urban areas but found little evidence for differences between these groups. Moreover, both urban and rural consumers in the study agreed that meat packaging and presentation functioned to conceal the link between the meat and the once living animal. Both groups of respondents also stated that if pictures of tied up pigs, or pigs in stalls, would be presented on packaging of pork meat, or pictures of caged hens on egg cartons, they would not purchase the product in question.
Are people who are sensitive to disruptions of the dissociation process (or , in plain English, open to learning the truth about the lies they tell themselves) more likely to become vegetarians? Probably. Everyone has a conscience. The meat industry has tried to make you bury it. We , in the animal welfare world, should try to make it active again.