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In Herzog’s (1993) in-depth interviews with animal rights activists, respondents were strikingly consistent in describing their involvement in the movement as the central focus of their lives. Said one respondent, “For my wife and me, [the movement] is the most important aspect of our lives” (p. 115). Another respondent, when asked how important the animal rights movement was in her life, replied, “It is my life” (p. 116). Clearly, these individuals’ negative attitudes toward what they consider to be abuse of animals are tremendously psychologically significant and motivating. Herzog’s interviews revealed that movement participants were constantly thinking and talking about animal rights, trying to convince others to adopt their own attitudes, and even losing close friends and divorcing spouses as the result of their personal investments in those attitudes.