Exposure to Chicken Abuse Images Has More Impact Than That of Cows on Targeted Meat Consumption Among a Sample of Japanese Consumers

Douglas Trelfa, Tamagawa University, Japan
Carolina O.C. Werle, Grenoble Ecole de Management, France
This research examines denial and meat preferences among Japanese consumers exposed to disturbing images of animal abuse on factory farms. Findings suggest that consumers react differently to targeted animal products (chicken versus beef) and may even increase consumption of targeted meat after viewing these images.
[ to cite ]:
Douglas Trelfa and Carolina O.C. Werle (2012) ,"Exposure to Chicken Abuse Images Has More Impact Than That of Cows on Targeted Meat Consumption Among a Sample of Japanese Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.