We awarded funding to Luke Smillie (University of Melbourne), Nicholas Tan (University of Melbourne), Matthew Ruby (La Trobe University), and Brock Bastian (University of Melbourne) for this project. The purpose of this research is to use experience sampling to understand the psychological factors (e.g., personality traits, attitudes, and beliefs) that lead some people to respond positively to persuasive appeals in farmed animal advocacy and others to respond more negatively.