Meat as the Default: The Power Defaults Have in Shaping Perception
One of the most subtle yet powerful psychological forces shaping attitudes toward the morality of meat is the concept of defaults. In both individual decision-making and societal norms, defaults are the choices that are automatically made unless a person explicitly opts for an alternative. The psychology of defaults plays a crucial role in how meat consumption is perceived and how non-meat diets (such as vegetarianism or veganism) are positioned as the "other." This default bias can significantly influence how individuals view meat-eating and its morality.
The Default of Meat-Eating
In most societies, especially in Western cultures, eating meat is considered the default behavior. It’s what is "normal," expected, and socially sanctioned. From childhood, individuals are often introduced to meat as a staple in their diet, with meals like hamburgers, bacon, steak, and roast chicken considered foundational to a balanced diet. In this context, meat is rarely questioned and is positioned as the default choice in restaurants, homes, and social gatherings.
Psychologically, the default effect can be incredibly influential. People tend to stick with the default option, not necessarily because they are deeply invested in the choice, but because it requires less mental effort and provides a sense of comfort within a predictable framework. In societies where meat consumption is normalized, this cultural default can strongly guide individual behaviour. It’s not just about preference; it's about conformity to societal expectations.
Non-Meat Eaters as the "Other"
When someone chooses not to eat meat, they often take on the role of the "other"—a person whose choice is seen as outside the social norm. This label reflects how meat consumption is positioned as the baseline, and deviations from it are viewed as exceptions that require justification. In this light, non-meat diets are often perceived as unconventional or even radical.
This “othering” process is reinforced by cultural stereotypes and assumptions about those who abstain from meat. For example, vegetarians and vegans are sometimes portrayed as "extreme," "self-righteous," or "hippie-like." These labels serve to distance them from the mainstream, reinforcing the idea that meat-eating is the default, and any alternative must be explained or defended.
The power of defaults can also be seen in the way that meat is presented in public and commercial spaces. Menus, grocery stores, advertisements, and food packaging overwhelmingly highlight meat as the central ingredient. Vegetarian or vegan options, in contrast, are often relegated to side dishes, small sections of the menu, or even marked as "special" or "alternative." This subtle framing reinforces the notion that meat is the default, with plant-based diets positioned as peripheral.
The Psychological Impact of Default Choices
The psychology behind defaults is tied to concepts of social proof and normative influence. Research on social influence shows that individuals are likely to align their behaviour with what others are doing, especially when they perceive the majority behaviour as the "correct" or "acceptable" choice. In the case of meat consumption, the majority of people eat meat, and this majority behavior becomes a powerful social norm. As a result, those who deviate from this norm may feel pressure to justify their decisions, or they may be viewed as "challenging the status quo."
This power of default also extends to moral reasoning. In a society where eating meat is default, moral concerns about the treatment of animals or environmental sustainability may be downplayed or ignored altogether. People who consume meat may not actively question the ethics of their choices because the default belief—that eating meat is acceptable—is so deeply ingrained. Only when confronted with alternatives (like the rising visibility of plant-based diets) do some individuals begin to reconsider the ethical implications of their dietary choices.
Changing the Default: A Shift Toward Plant-Based Diets
Recent research suggests that changing the default can have a profound impact on behavior. Studies in behavioral economics have shown that when plant-based meals are offered as the default option in restaurants, schools, or workplaces, people are more likely to choose them, even if they have no prior intention to adopt a vegetarian or vegan lifestyle. By making plant-based options the default, it becomes easier for people to consume less meat without the need for constant, conscious decision-making.
For example, initiatives like "Meatless Mondays," where individuals are encouraged to adopt a vegetarian diet once a week, work by slowly altering the default habit of meat consumption. If plant-based meals are framed as the norm, they are more likely to be accepted as a viable, morally acceptable alternative to meat-heavy meals. Furthermore, food companies are increasingly recognizing the importance of offering plant-based options in their products, which is gradually shifting societal norms toward less meat-intensive diets.
Simply Put
The power of defaults reveals much about how societal norms shape moral decisions. When meat consumption is the default, eating meat becomes a decision people don't actively question, and moral considerations may take a backseat. Non-meat diets, in contrast, are seen as the "other," requiring justification and often framed as eccentric or radical.
Changing the default toward plant-based diets could be an effective way to shift societal attitudes about the morality of meat. By making plant-based choices more accessible and mainstream, individuals may find it easier to align their food choices with their ethical concerns about animal welfare and environmental sustainability. As the debate over the morality of meat continues to evolve, understanding the psychological power of defaults can offer valuable insights into how we can reshape societal attitudes and behaviours toward meat consumption.
References
Cialdini, R. B. (1993). Influence: Science and Practice. Allyn & Bacon.
