We awarded funding to Dr. Jared Piazza (Lancaster University), Dr. Steve Loughnan (University of Edinburgh) and Dr. Melanie Joy (Beyond Carnism) for this project. The purpose of this research is to test a novel approach for persuading omnivores to reconsider their beliefs about meat consumption, known as self-persuasion. This approach entails providing people an opportunity to challenge their own reasons for consuming meat, rather than attempting to persuade them in a direct or coercive manner.