Journal article

Resolving the Meat-Paradox: A Motivational Account of Morally Troublesome Behavior and Its Maintenance

Brock Bastian, Steve Loughnan

PERSONALITY AND SOCIAL PSYCHOLOGY REVIEW | SAGE PUBLICATIONS INC | Published : 2017

Abstract

A majority of people the world over eat meat, yet many of these same people experience discomfort when the meat on their plate is linked to the death of animals. We draw on this common form of moral conflict-the meat-paradox-to develop insights into the ways in which morally troublesome behaviors vanish into the commonplace and every day. Drawing on a motivational analysis, we show how societies may be shaped by attempts to resolve dissonance, in turn protecting their citizens from discomfort associated with their own moral conflicts. To achieve this, we build links between dissonance reduction, habit formation, social influence, and the emergence of social norms and detail how our analysis ..

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