A‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍s alluded to above, an unanswered research question within social psychology is: Which type of emotional appeals (especially empathy and/or anger) are effective for reducing‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ meat consumption? The aim of the current study is to compare how effective persuasive messages using empathy appeal versus anger appeal are at reducing meat consumption‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍.