Data and images for 'The effect of meat shaming on meat eaters’ emotions and intentions to adapt behavior'

We investigate meat-shaming as an example of a negative emotion-based communication strategy aimed at reducing consumers’ meat consumption. We empirically test the effect of shaming messages on products on the extent to which consumers experience shame and other negative emotions, and the extent to which they appear inclined to change their behavior. Specifically, we explore the effect of the presence of a message or not (Study 1); the content of the message (detrimental effect of eating meat on the environment, animal welfare, personal health) (Study 2); the framing of the message (informational, personal blaming) (Study 2); and its source (government, activist group, private person) (Study 3). Participants were asked to look carefully at one of the images and rated purchase intention and the extent to which they felt several emotions (guilt, shame, sadness, anger, disgust, anxiety, confusion, compassion) Then they indicated whether seeing the image affected their tendency (1) to change their meat consumption; (2) to restore their self-image; (3) to change nothing. They also indicated on how many days per week they generally ate meat or meat products. In Study 2 they also rated the credibility of the messages, while in Study 3 they evaluated the reliability of the organizations that were the alleged sources of the shaming messages. <br> The full description of the studies can be found in the paper. Here you can find files for the images we used in the three studies and we included the data files (SPSS files). The SPSS files contain the full variable descriptions and value labels. <br> The images of Figure 4 with organizational logos can be obtained from the authors through email [e-mail] <br> <br>

本研究以肉类羞辱（meat-shaming）为研究对象，将其作为一种以负面情绪为核心的传播策略，旨在降低消费者的肉类消费行为。本研究通过实证检验，探究针对产品的羞辱性信息对消费者羞耻感及其他负面情绪体验程度的影响，以及消费者改变自身行为的意愿倾向。具体而言，本研究依次考察四类变量的影响：其一为信息是否存在（实验1）；其二为信息内容（即食用肉类对环境、动物福利与个人健康的负面影响）（实验2）；其三为信息框架（资讯型、个人指责型）（实验2）；其四为信息来源（政府、维权组织、普通个体）（实验3）。实验参与者被要求仔细观看其中一张图片，随后对购买意愿以及自身感受到的多种情绪（内疚、羞耻、悲伤、愤怒、厌恶、焦虑、困惑、同情）的程度进行评分。之后参与者需表明观看该图片是否对其以下倾向产生影响：(1) 改变肉类消费习惯；(2) 修复自身形象；(3) 不做出任何改变。此外，参与者还需填写自身每周通常食用肉类或肉制品的天数。在实验2中，参与者还会对信息的可信度进行评分；而在实验3中，参与者则需评估作为该羞辱性信息疑似来源的各类组织的可靠性。
本研究各项实验的完整细节可参阅论文原文。本数据集包含三项实验所使用的图片文件，同时附带原始数据文件（SPSS文件）。SPSS文件中包含完整的变量说明与数值标签。
带有组织标识的图4相关图片，可通过邮箱[e-mail]向作者索取。