WHOEVER ATE THE MEAT MUST GNAW THE BONES: THE POTENTIAL OF STUDYING COGNITIVE DISSONANCE IN BRAZIL

Abstract

This article begins with a contradiction observable in everyday life: people claim to value and care about animals while simultaneously maintaining their meat consumption. Cognitive dissonance theory is employed to explain this potential conflict between values, beliefs, and behavior. Specifically, the study addresses meat-related cognitive dissonance, seeking to understand how individuals navigate the discomfort that arises when confronted with information regarding the negative aspects of meat consumption. This article—a critical and reflective essay—reviews the relevant literature and highlights data and statistics concerning the negative impacts of meat consumption. It presents data identifying Brazil as one of the world's largest producers and consumers of meat, thereby demonstrating the potential and possible benefits of studying this phenomenon within the Brazilian context.