Investigating the effect of animal visualisations on meat choice: An experimental lab study with a fake food buffet

High rates of meat consumption have negative effects on health and the environment. Various studies have shown that visualising animals (e.g., through photos of animals placed next to meat products) can induce cognitive dissonance and reduce the intention to consume meat. However, almost all of these previous studies were conducted in online settings. Therefore, the present study investigates the effect of animal visualisations on meat choices in an experimental lab study at a fake food buffet. We used a between-subjects design with three conditions: realistic images ( n = 107), schematic images ( n = 107), and no images ( n = 107). As the dependent variable, we compared the proportion of meat that participants selected from the fake food buffet. Contrary to our pre-registered hypotheses, we found no differences in meat selection, neither between the animal visualisation conditions compared to the control group, nor between the realistic and the schematic image condition. Moreover, we found no support for a mediating effect of cognitive dissonance. We conclude that animal visualisations are less effective in realistic settings than in online studies. • We examined the effects of animal visualisations at a fake food buffet. • Visualisations were hypothesised to evoke dissonance and reduce meat selection. • Animal visualisations did neither impact cognitive dissonance nor meat selection. • No difference between realistic and schematic animal visualisation. • Online study effects could not be replicated in a realistic buffet setting.