We awarded funding to Dr. Michal Reifen Tagar (Interdisciplinary Center Herzliya), Deborah Shulman (Interdisciplinary Center Herzliya), and Mor Schnitzer (Anonymous for Animal Rights and Challenge 22+) for this project. The purpose of this research is to test the efficacy of persuasion attempts that emphasize—either directly or implicitly—the moral blame and personal responsibility of non-vegans for the suffering of animals.