Supervisors: Polymeros Chrysochou & John Thøgersen
Discussants: Carsten Bergenholtz & Sascha Steinmann

Abstract
Animal anthropomorphism is prevalent in society and commonly used by private companies as a communication strategy. It is also a popular strategy for non-governmental organisations advocating for animal welfare. This research examines two types of animal anthropomorphism (emotional vs physical) and their impact on pro-animal welfare behaviours. The argument is that animals exhibiting emotional intelligence are more effective at eliciting negative moral emotions, as individuals feel more psychologically connected to them. We tested this in four online experimental studies. Study 1 found a direct effect of animals with humanlike emotions on engagement with animal welfare posts on social media. Study 2a revealed a causal influence of animals displaying humanlike emotions on donation behaviour. Study 2b confirmed the mediating role of negative moral emotions and cognitions between animal anthropomorphism and donations to animal welfare organisations. Finally, Study 3 replicated the effect of animals with humanlike emotions on enhanced negative moral emotions and cognitions and its subsequent impact on meat intake. Our research demonstrates the existence of different types of animal anthropomorphism and that people tend to identify more with animals displaying signs of humanlike emotions. The results are important to animal welfare organisations that aim to attract more supporters to act in favour of animals.

Key words: Animal anthropomorphism; Animal welfare; Non-governmental organisations; Emotional intelligence; Psychological distance

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