Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Tuesday, March 13, 2018

One Step For Animals; Targeted Dietary Change

Dietary change can be hard. We want to have a diet which won’t unnecessarily harm animals
or the environment but we don’t want to give up the foods we love.

However, One Step for Animals offer a very simple solution; cut out chicken from your diet. The vast majority of farmed animals are birds and it takes up to 200 chickens to provide
the same number of meals as one cow. While offering a variety of alternatives to chicken,
this movement recognises that being vegetarian is hard and highlights a much easier
‘middle ground’ solution.

One Step for Animals’ campaign is effective because it legitimises what might normally
be deemed a ‘small step’ - an influence tactic known as legitimising paltry contributions
(Cialdini & Schroeder, 1976). This campaign might be said to be legitimising…  
poultry contributions.


Cialdini, R. B. and Schroeder, D. A. (1976). ‘Increasing compliance by legitimizing paltry
contributions: when even a penny helps’.
Journal of Personality and Social Psychology, 34, 599–604.

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