The effects of dissociation on willingness to eat meat are moderated by exposure to unprocessed meat: A cross-cultural demonstration

摘要: Abstract Dissociating meat from its animal origins helps consumers deal with the cognitive dissonance resulting liking but disliking causing pain to animals. Extending previous research, we tested whether dissociation would play less of a role for consumption in country where average are more frequently exposed unprocessed (i.e., Ecuador) than such exposure is rare US). Specifically, randomly showed Ecuadorians and US Americans pork roast head present or removed. Showing led dissociation, subsequently disgust empathy killed both countries, significantly larger degrees US. Follow-up analyses participants' self-reported supported notion that these cross-cultural variations indeed reflected differences exposure. In contrast, empathy, turn, predicted lower willingness eat higher choose vegetarian alternative dish equally countries. Because part our model was substantially stronger US, it explained about double as much variance choice (63–72%) compared Ecuador (30–32%). sum, potency mechanism seems depend on how used seeing meat, whereas subsequent affective mechanisms universally influence consumption.