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- W4312120089 abstract "Eating meat is a prime example of cognitive conflict. Research on meat-related conflict has focused on people who eat meat (omnivores), and mostly neglected that people who avoid eating meat (vegetarians and vegans; veg*ans) can also experience conflict in the form of ambivalence. Here, we provide a conceptual model explaining how ambivalence comes to exist in omnivores and veg*ans, and how it is associated with dietary behavior. We hypothesize that ambivalence in omnivores arises when they become aware of the negative aspects of meat. Yet, even veg*ans, who predominantly hold negative attitudes towards meat, may experience ambivalence as long as past positive attitudes resurface. We investigated this model in a cross-sectional study (N = 1028) via the stages of change which explain qualitative steps in people’s adoption and maintenance of new behaviors such as a veg*an diet. Our data show that meat consumption decreases linearly across these stages of change. In line with our model, ambivalence increases from the pre-contemplation via the contemplation to the preparation stage among omnivores and decreases right after people become veg*ans (action stage) until they reached the maintenance stage. This inverted u-shaped function was accompanied by increasing negative associations towards meat from the pre-contemplation to the preparation stage, and by positive associations—especially hedonic ones—that do not simply vanish in the action stage after the adoption of a veg*an diet. We thus argue that the observed pattern of felt ambivalence might explain why a growing number of people become open to eschewing meat, and why veg*ans often eat meat and/or return to their omnivorous diets shortly after becoming veg*an." @default.
- W4312120089 created "2023-01-04" @default.
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- W4312120089 date "2022-12-22" @default.
- W4312120089 modified "2023-09-28" @default.
- W4312120089 title "Two Sides of the Same Fence: A Model of the Origins and Consequences of Meat-Related Conflict in Omnivores and Veg*ans" @default.
- W4312120089 doi "https://doi.org/10.31234/osf.io/8c726" @default.
- W4312120089 hasPublicationYear "2022" @default.
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