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Meat eaters encounter a conflict between their eating behavior and their affections toward animals. Because this “meat paradox” highlights discrepancies between behavior and various ideals, a number of experts have focused on cognitive dissonance theory to explain the psychology of eating meat. The present work presents a framework to understand the phenomenon of meat-related cognitive dissonance (MRCD), herein defined as occurring when the dissonant state involves recognition of one's behavior as a meat eater and a belief, attitude, or value that this behavior contradicts. The proposed framework explains how individuals attempt to prevent this form of dissonance from occurring (e.g., avoidance, willful ignorance, dissociation, perceived behavioral change, and do-gooder derogation) and how they reduce it once it has occurred in the form of motivated cognitions (e.g., denigrating animals, offering pro …