I was interested to find that the literature goes far beyond the familiar culture wars between those who think meat is natural normal necessary and nice and those who think it s a moral outrage What describe is perfectly in line with research thinking about animals motivates you to seek happier meat but price often has the final word But there s much more Insofar as you value your masculinity you may be subconsciously motivated to go grill a steak after your manliness has been questioned Eating meat might make you feel more positively about the value of authority and conformity or make you think of yourself as more businesslike and pragmatic There s a lot to write and think about here