Meet your meat: The effect of imagined intergroup contact on wanting and liking of meat

Abstract

Increased global meat consumption has negative impacts on animal welfare, the environment, as well as health. The current study is the first to investigate whether imagined intergroup contact with a farmed animal changes wanting and liking of beef and reduces willingness to consume meat. Collegians [N = 100, 67% female] imagined having a positive experience with either a calf (n = 36), kitten (n = 33), or child (n = 31). Following the imagined interaction, they completed the Leeds Food Preference Questionnaire to measure implicit and explicit wanting and explicit liking of beef and other types of meat relative to other food categories. Participants also indicated their willingness to reduce meat consumption. Results revealed that there were no significant differences between groups in explicit wanting or liking of beef or meat, nor in willingness to reduce future meat consumption. Nevertheless, compared to the kitten and child conditions, participants who imagined interacting with a calf experienced lower levels of implicit wanting and relative preference for beef and other meat products. Our findings suggest that imagined intergroup contact may be an effective manipulation to reduce meat consumption as a part of a broader intervention program.