Giving farm animals a name and a face: Eliciting animal advocacy among omnivores using the identifiable victim effect

Diets based on animal products are costly to our health and the planet and often inflict suffering on animals. In this study, we aimed to elicit animal advocacy among omnivores using the identifiable victim effect, a well-documented phenomenon in which presenting an identifiable victim, compared to anonymous or statistical victims, evokes greater caring and helping behavior. We explored whether this finding extends to farm animal victims, and particularly among omnivores who may have a material interest in the outcome (i.e., the slaughter of farm animals)., Consequently, due to their dietary lifestyle and consumer support of the meat industry, they may be perceived as complicit in the victimization. In Experiment 1, omnivore participants indicated a greater likelihood to sign and share a petition to save an identified runaway calf (presented with a name and a picture) from slaughter than several unidentified runaway calves. In Experiment 2, we extended these findings to actual petition signing, along with reporting support of the petition. In Experiment 3, we further replicated the identifiability effect using real donations to save the runaway calf (calves) from slaughter and demonstrated it is limited to a single-identified victim. Additionally, we found that feelings of sympathy (Experiment 1) and ambivalence towards meat (Experiment 3) mediated the effect, whereas concern, empathy, identification with animals (Experiment 2), and ecological identity (Experiment 3) moderated it. Omnivores who scored high in concern and ecological identity, and low in empathy and identification with animals were more susceptible to the effect. Theoretical and practical implications are discussed.