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Behavior Change

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Pay Per Read Study Results
This study from Vegan Outreach compares the impact of two pro-veg pamphlets in order to measure the effectiveness of paying people to read outreach literature. In addition to seeing how much people changed their behavior based on being exposed to the different leaflets, the study also measured how much money (in the form of pay-per-read payments) might be required to effect pro-veg behavior change per person. The results provide insight into the effectiveness of different literature, as well as the kind of budgeting that might be useful for pay-per-read outreach programs. READ MORE

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What Elements Make a Vegetarian Leaflet More Effective?
This study from the North Eastern U.S. looks at what kind of images and informational approach contained in a vegetarian leaflet might be the most effective in reaching a young audience. Using a variety of test booklets, researchers conducted initial surveys, as well as follow-ups, to better understand what literature tended to produce the best results, and how respondents differed in their stated intent versus whether or not they actually changed. The study reveals that for many youth, showing a wide range of farm animals, and focusing on how to go vegetarian (vs. why to go vegetarian) yields the best results. READ MORE

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Americans are Having Dogs Instead of Babies
In this article for Quartz Magazine, Roberto Ferdman draws a link between declining birth rates in the U.S. and the ever-increasing trend of people having small dogs as companion animals. Using statistics from the United States Department of Health, as well as Pets International and research firm Euromonitor, Ferdman finds that the numbers are rising and falling in tandem, and that demographic data suggests that they may be correlated. READ MORE

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Beyond Morality: Developing a New Rhetorical Strategy
In this article, author Maxim Fetissenko presents a critique of animal advocacy strategy focused on moral arguments, and offers possibilities for alternative approaches based on appealing to human self-interest. Using the slavery abolition and anti-apartheid movements as historical precedents, Fetissenko notes that such movements have always had a strong ethical / moral component, but their results were ultimately bolstered by the self-interest of others. Outlining examples of current animal advocacy campaigns, such as Proposition 2 in California, the author seeks to understand and analyze why certain strategies appeal more to the general public, and how they can be altered to get a better outcome for animal rights. READ MORE

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Diffusion Communications in Animal Advocacy
In this paper, scholar Alexandria Graff makes a case for applying Everett Rogers' theory of the "diffusion of innovations" to animal advocacy. Taking veganism / animal rights as an "innovation," Graff maps Rogers' theory in relation to animal advocacy and offers a multitude of new ways for advocates to see their work. Though diffusion theory has often been a way of thinking about technological innovations - for example, we use diffusion theory when we are thinking of "early adopters" of new technologies or apps - it is very much applicable to the diffusion of social movements and their related ideas. READ MORE

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Why Do Right-Wing Adherents Engage in More Animal Exploitation and Meat Consumption?
Even though a number of studies have established a link between right-wing ideology and meat-eating, there is a dearth of literature addressing why those with right-wing beliefs are more likely to consume animals. Recognizing the gap, this study of Dutch and Belgian adults begins to address the question of why, and finds that people with right-wing beliefs tend to staunchly oppose any movement that threatens traditions, or perceived human superiority. Though it is only an initial foray into right-wing psychology and its tendency towards animal exploitation, the authors establish a strong link between the two and encourage further inquiry. READ MORE

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Profiling Consumers Who Are Ready to Adopt Insects as a Meat Substitute in a Western Society
This study from Belgium examines the likelihood of Western consumers to eat insects as a "meat substitute," as well as the barriers that might prevent them from doing so. Respondents were asked a series of questions related to both regular meat consumption and insect consumption, and gave their opinions on whether they would eat bugs for reasons of nutrition and sustainability, or not at all. The results of the study show that while traditional meat eaters aren't very likely to start eating mealworms as part of their diet, there is a more "adventurous" demographic that would put bugs on the table. READ MORE
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