Individual differences in effective animal advocacy: Moderating effects of gender identity and speciesism

The present research examined whether personality and individual differences have practical implications for effective animal advocacy (i.e., how effective an animal advocacy message is) by exploring whether individual differences in gender identity, social dominance orientation, and speciesism moderate the effects of advocacy. An online study was conducted employing an experimental design (advocacy vs. control condition). Four hundred and ninety-five participants (120 men, 375 women) watched either an advocacy video showing chickens suffering on a free-range egg farm or a control video (a lifestyle video showing the preparation of plant-based meals). Data were analyzed using MANOVA, ANOVAs, correlations, and moderated regression analyses. Results indicated that participants in the advocacy condition showed more positive attitudes toward chickens and less positive attitudes toward free-range eggs and stronger intentions to reduce egg consumption, compared with participants in the control condition. Importantly, whereas social dominance orientation had no moderating effects, gender identity moderated the effect of advocacy on attitudes toward chickens: Women, but not men, showed more positive attitudes in the advocacy condition compared with the control condition. Furthermore, speciesism moderated the effects of advocacy on attitudes toward free-range eggs and on intentions to reduce egg consumption: Participants low in speciesism expressed less positive attitudes toward free-range eggs and stronger intentions to reduce egg consumption in the advocacy compared with the control condition. These effects were weaker (attitudes) or nonsignificant (intentions) in participants high in speciesism. The findings suggest that some types of animal advocacy may work only for some people, but not others. The present research contributes to the understanding of the role that personality and individual differences play in human–animal relations and has relevance for practical efforts of animal advocacy to improve these relations, increase animal welfare, and reduce the use of animal products.