Meatless Mondays doesn't mean no meat for most

In each study, they elicited feelings of guilt by asking people to think about the animals’ emotions and humanlike characteristics; in one case, they even adapted a real campaign run by animal welfare groups that featured a pig saying, “I am me, not meat!” Then, the subjects chose between two meat dishes (for example, healthy grilled chicken vs. deep-fried chicken nuggets) or two nonmeat options (hearty grilled veggies vs. teriyaki stir fry). [...]I suggest that the humane treatment of animals is important in dissipating consumer guilt about meat consumption,” says Yoon. When your target consumers are hesitant to eat meat for some moral reasons (e.g., “eating animals is not morally right because animals have humanlike feelings”), emphasize health benefits rather than the tastiness of your meat products.