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They were asked to turn each peg by a quarter turn clockwise, then another quarter turn, repeatedly, again for half an hour. While they did this, a researcher watched and wrote things down. These were intentionally boring tasks. Really, really boring. Although the participants thought it was their performance that was being measured, it was actually what came next that interested the researchers. After their two boring tasks, participants were taken back into the waiting room.

They were told that the person sitting there was the next participant.

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For one-third of the participants, they simply sat down without anything else being mentioned. For the other two-thirds, however, the researcher asked whether they would lie to the next participant. They would even be paid for their lie. They wondered whether participants would actually come to think they enjoyed the boring task, just because they told someone else it was fun. And how would being paid influence this? In general, people know very little about the working conditions of the workers who made their goods Credit: Getty Images.

Who do you think rated the experiment as the most enjoyable? The control group, who had not been asked to lie, rated the task as boring and said that they would not do it again. What happened? Accordingly, they experienced cognitive dissonance. This was the first of many experiments to show that we often bring our beliefs in line with our behaviour, and that money can change the way we do this. In Festinger further formalised his ideas.

He stated that although we believe ourselves to be generally consistent — in our behaviours, beliefs and attitudes — sometimes we go rogue. This inconsistency he called dissonance, while consistency he called consonance. He summarised his cognitive dissonance theory as follows:. He further explained that, just as hunger motivates us to find food to reduce our hunger, cognitive dissonance motivates us to find situations to reduce the dissonance.

For meat-eating, there are two ways to do this: we can change our behaviour or change the belief. We can stop eating meat, or come up with reasons why eating meat is morally OK. In addition to our own attempts to justify meat-eating, advertising and marketing can make it easier for us to do so.


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According to research by sociologist Liz Grauerholz on images of animals in popular culture, one way to make meat-eating seem acceptable is to dissociate it from the animal it came from. We pack our dead animals in pretty packages — physically, verbally and conceptually distancing ourselves from the real origin of our food. When looking at commercial depictions of meat, she found that this was done in two different ways. The first was showing meat as sanitised, plastic-wrapped, chopped into pieces — making it hard to think that it came from an animal at all.

More than anywhere, this is adopted as a strategy in parts of Asia such as Japan. Both of these serve to distract from the realities of animal cruelty. Our moral decisions are often shaped by the choices of others Credit: Getty Images. When we turn animals or humans into objects, and thereby avoid the discomfort caused by knowing about the suffering behind consumer goods, we make it easier to be cruel.

The same processes we see with meat, we see with all kinds of other morally unacceptable but common human behaviours that have to do with money.

Finding the value in processing spent laying hens

We know that poverty causes great suffering, yet instead of sharing our wealth we buy another pair of expensive shoes. We fundamentally disagree with the idea of child labour or adults working under horrible conditions, but keep shopping at discount stores. We stay in the dark, to protect our delicate identities, to maintain the illusion that we are consistent and ethically sensible human beings.

In this constant effort to reduce cognitive dissonance, we may spread morally questionable behaviour to others. We begin to shape societies in ways to minimise our discomfort, to not remind us of our inconsistencies. A fourth study asked why people like red meat, and whether they were interested in eating less to improve their health. If Americans were highly motivated by even modest heath hazards, then it might be worth continuing to advise them to eat less red meat.

Is the ‘best we can get’ good enough?

But the conclusion? Taken together, the analyses raise questions about the longstanding dietary guidelines urging people to eat less red meat, experts said. It is one thing for an individual to believe eating less red meat and processed meat will improve health. The new studies were met with indignation by nutrition researchers who have long said that red meat and processed meats contribute to the risk of heart disease and cancer.

Hu, of Harvard, in a commentary published online with his colleagues. Studies of red meat as a health hazard may have been problematic, he said, but the consistency of the conclusions over years gives them credibility. Nutrition studies, he added, should not be held to the same rigid standards as studies of experimental drugs. The gold standard for medical evidence is the randomized clinical trial, in which one group of participants is assigned one drug or diet, and another is assigned a different intervention or a placebo.

But asking people to stick to a diet assigned by a flip of a coin, and to stay with it long enough to know if it affects the risk for heart attack or cancer, is nearly impossible. The alternative is an observational study: Investigators ask people what they eat and look for links to health. But it can be hard to know what people really are eating, and people who eat a lot of meat are different in many other ways from those who eat little or none.


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    • John Ioannidis, a Stanford professor who studies health research and policy. Despite flaws in the evidence, health officials still must give advice and offer guidelines, said Dr. Meir Stampfer, also of the Harvard T. Chan School of Public Health. He believes that the data in favor of eating less meat, although imperfect, indicate there are likely to be health benefits. Stampfer said. Officials making recommendations feel they have to suggest a number of servings.

    Questions of personal health do not even begin to address the environmental degradation caused worldwide by intensive meat production.

    You don't have to go cold turkey on red meat to see health benefits -- ScienceDaily

    Meat and dairy are big contributors to climate change, with livestock production accounting for about Beef in particular tends to have an outsized climate footprint, partly because of all the land needed to raise cattle and grow feed, and partly because cows belch up methane, a potent greenhouse gas. Researchers have estimated that, on average, beef has about five times the climate impact of chicken or pork , per gram of protein.

    Plant-based foods tend to have an even smaller impact. Perhaps there is no way to make policies that can be conveyed to the public and simultaneously communicate the breadth of scientific evidence concerning diet.