Anthropomorphism – a double edged sword: influences on acceptance of livestock keeping

Anthropomorphism, the attribution of human-like qualities to non-human entities, can influence comprehension of the surrounding world. Going beyond previous research on the general assessment of anthropomorphism, the current study aimed to explore how anthropomorphising a specific animal species influences public acceptance of livestock keeping practices. Specifically, we focused on welfare-infringing practices that limit animals’ freedom, describe disruptive procedures, social isolation, or other stressful situations. Lacking experience in livestock keeping, it is likely that people project their own preferences to animals when judging livestock keeping practices. Questionnaire data from a sample of the Swiss German public (N = 1232) were analysed regarding their acceptance of livestock keeping practices, as well as anthropomorphism for three animals: cattle, pigs, and poultry. We showed that judgement of livestock keeping was related to an anthropomorphic view of animals. This takes two opposite directions: (1) anthropomorphising was connected to a more critical view of livestock keeping practices and (2) the attribution of more cognitive capabilities to cattle and poultry was associated with a higher acceptance of welfare-infringing livestock keeping practices. The tendency to anthropomorphise was species-dependent, with the two mammals eliciting a higher tendency to anthropomorphise than poultry. The results suggest that the tendency to anthropomorphise plays a significant role in shaping the public’s opinion on livestock keeping. We argue that, when activating the tendency to anthropomorphise in the media, advertisements, or political publicity (e.g. by highlighting human-like features), a certain level of caution should be taken to avoid undesirable outcomes.