Ooiman, Lisa (2024) Motivated Reasoning Behind Dietary Choices. Bachelor thesis, Psychology.
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Abstract
This study focused on the different aspects underlying the meat paradox, which illustrates the discrepancy between individuals’ desire to avoid harming animals, while keep consuming meat. It investigated how persuasive communication and dietary preferences shape this phenomenon, while also examining the role of individual motivational reasoning and social influence. Furthermore, the study examined the moderating effect of gender on the relationship between dietary preferences and persuasive communication. Using an online questionnaire, this study tested two hypotheses with a final sample size of 75 participants, primarily first-year students of the University of Groningen. Within this sample, 21 participants were omnivores, 33 were flexitarians, 5 were pescetarians, and 16 followed a plant-based diet (i.e., vegans and vegetarians). The results were analyzed through an ANOVA, revealing that meat eaters found the message less convincing, indicating a higher motivation for meat-eaters to morally disengage compared to non-meat eaters. Additionally, a marginal effect of gender on the selfish dependent variable was found. Future research should replicate this study with a larger sample size to validate these findings. Moreover, investigating the impact of threatening persuasive text on meat eaters could provide valuable insights into behavior change strategies.
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Gutzkow, B. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 09 Jul 2024 14:33 |
| Last Modified: | 09 Jul 2024 14:33 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/3771 |
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