Reducing Speciesism: An Intervention to Change People’s Attitudes and Behavioral Intentions

Humans mistreating, exploiting, and abusing animals is a common problem in our society and is related to speciesism. Speciesism refers to when humans assign different worth to beings based on their species. A way used by animal activists to reduce harmful behaviors toward animals involves showing people illustrations of situations in which animals are harmed but where the roles of animals and humans are reversed. It is unclear, however, whether this intervention is successful in reducing speciesist attitudes and behaviors toward animals. As the intervention may increase awareness of the treatment of animals, perspective-taking, and feelings associated with injustice we expected it to reduce speciesism compared with a control condition. In two studies (n_Study1 = 231 and n_Study2 = 399), participants either watched or did not watch a video showing situations in which humans take the role of nonhuman animals and vice versa. Participants’ speciesist attitudes, behavioral intentions, and behavioral responses were measured. Studies 1 and 2 showed that participants in the intervention condition more strongly intended to reduce their (in)directly harmful behavior toward animals than those in the control condition. Feelings associated with injustice mediated this effect (Study 2). There were no effects on speciesist attitude or behavioral responses. The intervention shows promise as people intended to change their behavior. Reasons for why the intervention changed intentions but not attitudes or behavioral responses are discussed.