Seeking to understand the role of spontaneous imagined contact in shaping intergroup dynamics between meat eaters and vegans

Abstract

In Western societies, the prevalence of plant-based diet and veganism is rising; however, existing prejudice against vegans suggests underlying tensions in their relations with meat eaters. As a novel approach, the study introduces spontaneous imagined contact, an underexplored form of imagined interaction, to this intergroup dynamic. By examining the impact of spontaneous imagined contact on meat eaters' attitudes towards vegans and the underlying mechanisms, this research aims to contribute to effective strategies for mitigating such prejudice. Through an online survey of 114 UK-based meat eaters and the use of hierarchical regression and mediation analyses, the findings indicate that the quality of spontaneous imagined contact positively predicts meat eaters' attitudes and behavioural intentions towards vegans. Frequency of contact also predicts social distance, even when controlling for the effect of intergroup contact. Notably, the mediation effect of intergroup stereotype is observed in the relationship between spontaneous imagined contact and attitudes. These findings are useful inform policymakers to tailor interventions aiming to reduce meat eaters' prejudice towards vegans.