"The Health Argument" for veganism

As a reminder...

Cultivate Research undertook a large, multi-phase research study including nine focus groups and a survey with 3,200 U.S. adults to investigate these segments and the motivations that affect their decisions to mitigate or halt their meat consumption. [...]

The research conducted during the course of this study clearly shows that increased health consciousness is one of the single most influential factors affecting the dietary choices and habits of the U.S. adult in today’s society. Cultivate Research has identified that a key reason for the growing importance of health is the aging of the U.S. population; and older consumers are more likely to be reducing meat as a component of moving toward a healthier diet. As the “baby boomer” population continues to age and these consumers become increasingly concerned about their personal health, we expect the population dynamics to shift even further in favor of meat reduction for the perceived health benefits. [...]

Cultivate Research conducted in-depth quantitative (the first phase phone survey) and qualitative (second phase focus groups) research to obtain a well-rounded understanding of the trends and motivations of consumers who limit their meat consumption. This project represents one of the most comprehensive research studies ever conducted about the attitudes and behaviors of U.S. adult consumers toward meat reduction and the consumption of meat and dairy alternative products.

Source: http://cultivateresearch.com/vol_1_VCT_Series_Overview.pdf

This, once again confirms, that "the health argument" for veganism is most appealing to older people whereas other arguments may be more appropriate for younger people.

Of course, it should be noted that the argument alone is not sufficient for veganism, as explained by Vegan Outreach and Ginny Messina. The health benefits traditionally associated with veganism can often be obtained through the consumption of small amounts of lowfat animal products and large amounts of whole grains, legumes, fruits and vegetables (a "flexitarian" diet). Likewise, small amounts of veggies meats are also an acceptable part of a healthy diet.

But what is important to note from the research cited above is this: Grocery stores, restaurants and other food-sellers selling vegan foods can probably profit most by emphasising the health benefits of the vegan foods.

The Payday Cycle

I was reading a blog about marketing and I came across this:

University of Utah marketing professors Himanshu Mishra and Arul Mishra studied consumer behavior and attitudes, and found [...] if you are advertising new products or products geared toward improving lifestyle, those should be advertised in the time period shortly after payday. If you are advertising products intended more to maintain or prevent worsening of their lifestyle, target the period just before payday. They provide a simple example: whitening toothpaste would be an improvement-oriented product, while a cavity-prevention message would be geared to prevention.

The link is here:
http://www.neurosciencemarketing.com/blog/articles/when-are-consumers-most-receptive.htm

For vegan advocates, this could be useful information. Although we're not technically selling a product, we're promoting a lifestyle. And much of what marketing is for products is the same as it is for lifestyles: ideas.

I think it's very possible that people are more likely to be persuaded to go veg by using different kinds of explanations at different times of the month. For example, they're probably more interested in hearing about celebrity vegans and indulgent vegan foods at the begining of the payday cycle whereas they're more likely to be interested in a budget and/or health-presevation rationale for veganism towards the end of the payday cycle.

It seems to make sense that people would be more willing to try new-to-them vegan foods at a free feed-in when they're broke but more willing to buy from a charity vegan bake sale when they're flush. And since there are other factors involved in how people rate the tastiness of foods (a variety of perceptual biases influence taste), vegan education campaign adjustments based on the payday cycle make a lot of sense.

The article reminds us that "Not everyone is on the same pay cycle, and it seems that more affluent consumers who don’t live from paycheck to paycheck would be less influenced by payday issues." But when dealing with college students, who are typically living "paycheck-to-paycheck," I bet activists could organize a vegan education campaign on a college campus based on the payday cycle of the university and on the timing of financial aid dispersements. That campaign, if well organized, could result in tremendous long-term benefits for animals, the planet, and human health.

---
Crossposted at Vegan Soapbox.

The Six Principles of Persuasion

In the book Influence by Robert B. Cialdini, six principles of persuasion are listed. Here they are:

1. Reciprocation
2. Commitment and Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

For a more in-depth review of the principles, read the book and also read the rest of this website :)

How to Win Friends and Influence People?

Food for thought...

Dale Carnegie's How to Win Friends and Influence People, written in 1936, is still widely used today as a basic sales manual. In it, he describes twelve methods of persuasion:

Win people to your way of thinking

1. The only way to get the best of an argument is to avoid it.
2. Show respect for the other person's opinions. Never say, "You're wrong."
3. If you are wrong, admit it quickly and emphatically.
4. Begin in a friendly way.
5. Get the other person saying "yes, yes" immediately.
6. Let the other person do a great deal of the talking.
7. Let the other person feel that the idea is his or hers.
8. Try honestly to see things from the other person's point of view.
9. Be sympathetic with the other person's ideas and desires.
10. Appeal to the nobler motives.
11. Dramatize your ideas.
12. Throw down a challenge.

Things to consider:

• Who are you trying to persuade? The person you're talking to or people listening to the conversation or both?
  
• Is this the best method in ALL situations?
  
• Are nobler motives really more effective? Is it so wrong to appeal to base motives?

I have this book and have read it. It offers some great advice, but be forewarned: some suggestions are NOT vegan. For example, he makes the same point I made in "Humans & Dogs: Not So Different" that positive dog training methods are effective with humans, too. Praise and treats work wonders. But in his example, he literally suggests giving people meat.