“But I don’t eat that much meat”: Situational underreporting of meat consumption by women

摘要: As arguments become more pronounced that meat consumption harms the environment, public health, and nonhuman animals, meat-eaters should experience increased pressure to justify their behavior. The present research further tested the notion that women employ indirect meat-eating justification strategies relative to men, specifically the claim that as a form of self-justification, women would underreport meat consumption when the context called in to question their dietary behavior. Men and women were randomly assigned to a treatment condition in which they were informed that they would watch a PETA documentary about meat production or to a control condition, and then they completed a questionnaire assessing the amount of various meats they consumed. Women reported eating less meat when threatened by watching the documentary, while male estimates were …