Research

Groundbreaking studies from Mercy For Animals improve the effectiveness of farmed animal advocacy.

Which Farmed Fish Welfare Issues Does the Public Care Most About? (Activist Messaging)

Which farmed fish welfare issue is perceived as causing the most suffering? And which issue is most likely to prompt the public to demand change from major food companies? Answering these questions will allow us to create more persuasive materials in advocating for farm-raised fish. Read More...

Which Farmed Fish Welfare Issues Does the Public Care Most About? (Neutral Messaging)

The animal protection movement is in great need of research into effective fish advocacy tactics. Which farmed fish welfare issues generate the most public support? Does reading about these issues change someone's attitudes towards fish? Read More...

Perceptions of Farmed Fish Intelligence and Ability to Feel Pain and Pleasure

In this study, we wanted to determine how people view the sentience of fish relative to other animal species, as well as to humans and to inanimate objects. How intelligent do people think fish are and how do they regard a fish’s ability to feel mental and physical pain or pleasure? Read More...

Which Call to Action Should We Use in Pro-Vegetarian Videos?

Mercy For Animals almost always ends its viral videos with an on-screen call to action that encourages viewers to change their diets. Many viral videos from other groups do the same. But which call to action is best at inspiring changes in individual diets and attitudes? Read More...

Which Kinds of Pro-Vegetarian Videos are Best at Inspiring Changes in Diets and Attitudes?

Are videos that contain cruelty footage more effective than videos focused on cute, happy animals? What about videos on vegan food options, or videos that compare our treatment of companion animals to our treatment of farmed animals? Read More...

Welfare Reforms and Meat Consumption

A study by Mercy For Animals found that reading news articles about farmed animal welfare policy improvements makes people less interested in eating animal products. Read More...

What Characteristics Make Videos Most Effective at Inspiring Individual Dietary Change?

Videos are an advocacy tool frequently used by Mercy For Animals and other groups to educate the public about farmed animal cruelty and to move them toward vegan eating. But what makes a video successful? Read More...

Do Online Videos of Farmed Animal Cruelty Change People's Diets and Attitudes?

Mercy For Animals and other groups often share online videos of farmed animal cruelty. Is that an effective strategy? Does watching video of farmed animal cruelty actually change people’s diets and attitudes? Read More...

How to Dominate Facebook

Want to dominate Facebook for farmed animals? We're going to tell you how. Read More...