You read what you eat! Selective exposure effects as obstacles for environmental risk communication in the meat consumption debate

The selective exposure effect describes people's tendency to prefer information that confirms rather than challenges existing beliefs. The present research replicates the selective exposure effect in the context of meat reduction as a proposed strategy to combat climate change. Additionally, we tested whether biased information selection can help explain polarization dynamics on the individual and group-level. We recruited a French crowd working sample (n = 351) to take part in an online study. Our research design included a selective exposure paradigm in which people could skip through a set of news headlines and decide for each headline whether to access an associated full text. The headlines either promoted or rejected meat reduction as effective environmental strategy. In accordance with the selective exposure effect, participants systematically preferred information in favor of their dietary habits. On a personal level, selective exposure indirectly accounted for attitudes towards meat reduction. On a social level, selective exposure indirectly accounted for indicators of group polarization. Overall, the findings demonstrate how psychological motives underlying information selection may hamper effective risk communication and could sharpen social divide in the climate change context. We discuss opportunities for future research and practical efforts to improve the efficacy of environmental risk communication.