Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/147125
Title: MEAT CONSUMPTION ATTITUDE ENHANCEMENT AND EMOTIONAL MORALISATION IN SINGAPORE
Authors: RACHEL LIM YI YING
Keywords: moralisation, attitude, meat consumption, enhancement
Issue Date: 13-Apr-2018
Citation: RACHEL LIM YI YING (2018-04-13). MEAT CONSUMPTION ATTITUDE ENHANCEMENT AND EMOTIONAL MORALISATION IN SINGAPORE. ScholarBank@NUS Repository.
Abstract: Moralisation is the process of making non-moral things or events moral (Rozin, Markwith, & Stoess, 1997). Notably, moralisation occurring through emotional means has been implicated in the mobilisation of social change. To mitigate the possibility of short-sighted social change, the present study seeks to investigate whether attitude change through cognitive means is possible following emotional moralisation, and which cognitive method would be most effective in producing stronger and lasting attitude change. All participants were first exposed to the emotional moralisation manipulation. After, participants either wrote self-generated arguments or read othergenerated arguments about the benefits of meat consumption. Participants’ attitudes towards meat consumption were measured thrice: after emotional moralisation (Time 1), after reading or writing essays (Time 2), and one week later (Time 3). Results found that participants had a delayed positive attitude enhancement towards meat consumption (at Time 3 compared to Time 1 or 2). Further, no difference in positive attitudes was found between argument conditions, or in interaction with argument conditions and time of attitude measurement. The present study additionally failed to manipulate emotional moralisation. Findings are largely discussed in relation to the importance of culture with respect to meat consumption in Singapore, and differences between meat consumption and animal cruelty attitudes.
URI: http://scholarbank.nus.edu.sg/handle/10635/147125
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