Now on Kudos – Giving farm animals a name and a face: using the identifiable victim effect

Our study is on Kudos!

Giving farm animals a name and a face: using the identifiable victim effect

Omnivores showed greater willingness to sign and share a petition to save an identified runaway calf (presented with a name and a picture) from slaughter than to save several unidentified runaway calves. Additionally, they were more inclined to sign and support an actual petition and make an actual donation when the victim was a single identified one.

Sympathy and ambivalence mediated the effect, whereas concern, empathy, identification with animals, and ecological identity moderated it.

This is the first study to present the unique challenge of harnessing people who are at least partially responsible for the victim's outcome.