The psychology of eating meat is an area of study seeking to illuminate the confluence of morality, emotions, cognition, and personality characteristics in the phenomenon of the consumption of meat.[1] Research into the psychological and cultural factors of meat-eating suggests correlations with masculinity, support for hierarchical values, and reduced openness to experience.[2][3][4] Because meat eating is widely practiced but is sometimes associated with ambivalence, it has been used as a case study in moral psychology to illustrate theories of cognitive dissonance and moral disengagement.[n 1] Research into the consumer psychology of meat is relevant to meat industry marketing,[8] as well as for advocates of reduced meat consumption.[9][10]
^Zur, Ifat; Klöckner, Christian A. (2014). "Individual motivations for limiting meat consumption". British Food Journal. 116 (4): 629–642. doi:10.1108/bfj-08-2012-0193.