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February 18, 2020 - Science Direct

Dissociating meat from its animal origins: A systematic literature review

Dissociating meat from its animal origins: A systematic literature review
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Meat eaters often have an ambivalent relationship with the common practice of killing animals for food. They enjoy the taste of meat but dislike the harming of animals that it entails. This moral conflict, often referred to as the ‘meat paradox,’ tends to result in cognitive dissonance that meat eaters need to resolve.

One of the arguably most basic strategies to deal with this dissonance is to cognitively dissociate meat from its animal origins. Whereas philosophers for long time have theorized about the role of such dissociation for consumer behavior, researchers have only recently started to empirically investigate the phenomenon. Here, we present the first systematic literature review of research on consumers’ tendency to dissociate meat from its animal origins.

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