“…Moral vegetarians frequently report a history of highly charged encounters with such normally muted meat-related cues prior to 'turning vegetarian', and there are hints that the road to moral vegetarianism may often begin with a disgust response to specific features of meat (cf. Beardsworth & Keil, 1992;Jabs et al, 1998;Janda & Trocchia, 2001;Kubberod, Ueland, Tronstad, & Risvik, 2002;Santos & Booth, 1996;Ritson, cited in Simoons, 1994, 11). For example, despite the fact that the logic of moral vegetarianism applies equally to the consumption of any sort of flesh, in Western populations meat avoidance often begins with red meat (typically beef), then progresses to other meats (Kenyon & Barker, 1998;Santos & Booth, 1996).…”