Mangy mutt or furry friend? Anthropomorphism promotes animal welfare

Recent research has demonstrated that people have an affinity for non-human entities that appear to have human qualities. The current studies build on this research, examining whether anthropomorphism can be used to promote animal welfare. In Study 1 (n = 42), participants read scenarios about dogs and reported more willingness to help the ones described with anthropomorphic language relative to those described with non-anthropomorphic language. In Study 2 (n = 57), participants rated dogs on either human or canine characteristics (e.g., good listener vs. good at listing to commands). Relative to the non-anthropomorphism condition, participants in the anthropomorphism condition reported more willingness to adopt dogs from a shelter, and more support for animal rights, animal welfare, and vegetarian and vegan attitudes. Moreover, these pro-animal attitudes fully mediated the effect of the anthropomorphism manipulation on willingness to adopt the dogs.

► We test whether anthropomorphism influences prosocial behavior toward animals.
► We find that anthropomorphism increases prosocial behavioral intentions.
► We find that anthropomorphism increases pro-animal attitudes.
► We show that pro-animal attitudes fully mediate prosocial behavioral intentions.