Is One Message or Multiple Messages More Effective For Inspiring People To Reduce Meat Consumption?
Source: Human League Labs
Author(s): Sabine Doebel, Susan Gabriel, Nick Cooney
The goal of this study was to assess whether presenting a single, focused message about why one should go vegetarian is more or less effective than presenting multiple messages in inspiring people to reduce or cease consumption of animal products. For example, is a single message about the health benefits of going vegetarian more compelling than multiple messages focused on health, animal cruelty, and the environment? Intuitively, one might think that providing a range of compelling reasons should be more persuasive than just one reason, both for a single individual and across individuals with different concerns; on the other hand, a focused message might be easier to process and digest. This study aims to clarify this question so vegan advocates can design materials that are most likely to inspire people to change their diet.
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