The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions

Eating pigs, not Peppa Pig: The effect of identifiability on children's propensity to humanize, befriend, and consume edible animals

This research aimed to provide experimental evidence on whether identifying an edible animal by a name and specific preferences encourages children to perceive the animal as more similar to humans, increases their willingness to befriend the animal, and makes them less willing to consume it. In two pre-registered studies involving 208 preschool children, participants were presented with pictures of pigs (Study 1) and chickens (Study 2). In the identifiability condition, one animal was depicted with individual qualities such as a name and personal preferences, while in the non-identifiability condition, animals were portrayed with characteristics representative of the entire species. The children then rated their desire to befriend and consume the animal, while in Study 2, they also rated the animal's similarity to humans. The results revealed that animal identifiability led to higher perceived similarity to humans, increased the desire to befriend it, and reduced inclination to consume the animal. These findings highlight animal identifiability's powerful and robust effect on children's attitudes toward edible animals.

Too anthropomorphized to keep distance: The role of social psychological distance on meat inclinations

Keeping a distance from food animals helps alleviate moral conflicts associated with meat consumption. Prior research on the 'meat paradox' has shown that physical distance from animals reduces negative emotional responses when consuming meat. However, even with physical distance, the presence of animals in meat advertisements and packaging can establish psychological contact. The impact of psychological distance on meat consumption and purchase inclinations has not been well explored. Through four experiments, we discovered that animal anthropomorphism psychologically brings consumers closer to food animals, resulting in reduced intentions to consume and purchase meat. Anthropomorphized animal images notably reduced social psychological distance for consumers with moderate to high (vs. lower) levels of anthropomorphic tendencies. Furthermore, the effect of anthropomorphism was influenced by moral self-efficacy. Specifically, when social psychological distance was reduced, consumers with higher (vs. lower) moral self-efficacy exhibited a significant decrease in their willingness to consume and purchase meat. These findings expand our understanding of the role of anthropomorphism in meat marketing, its limitations, and offer insights for sales strategies. Additionally, the research could inform public health policies on meat consumption, addressing environmental and ethical concerns tied to meat production amid growing worries about animal welfare.