People for the Ethical Treatment of Animals (PETA) called for a ban on mulesing in the Australian sheep industry in 2004. Mulesing is a surgical procedure that removes wool-bearing skin from the tail and breech area of sheep in order to prevent flystrike (cutaneous myiasis). Flystrike occurs when flies lay their eggs in soiled areas of wool on the sheep and can be fatal for the sheep host. PETA claimed that mulesing subjects sheep to unnecessary pain and suffering and took (...) action against the Australian wool industry that resulted in a number of international clothing retailers choosing not to use Australian wool. Although the Australian sheep industry agreed to phase out mulesing in 2010, there is some uncertainty as to whether this deadline will be achieved. The changing social ethic towards animal welfare suggests that the way the Australian sheep industry manages the phase out of mulesing in 2010 is vital to its future survival and success. It is likely that if mulesing does not cease in 2010 there will be a negative market reaction to Australian wool and the risk of legislation to ban mulesing. To avoid losing control of its animal welfare strategy, the Australian sheep industry should ensure that mulesing is phased out in 2010 and endorse the animal welfare ethic underpinning this change. The industry should also educate farmers and other industry stakeholders in how the changing social ethic for animal welfare can create new market opportunities for wool. (shrink)

It is often assumed that pet ownership improves peoples’ wellbeing, but evidence of this pet effect has been mixed. We extended past research on pet personality, the pet effect, and value congruence to examine whether people perceive their pets to have humanlike values and if owner-pet values similarity has a positive effect on owners’ life satisfaction. In a large and diverse sample of Australian dog and cat owners, we find that people imbue their dogs and cats with humanlike values in (...) a way that reflects the theoretical circular structure of values. Importantly, perceptions of the values of dogs and cats differed in that dogs were perceived to prioritize more social-focus values, whereas cats were perceived to prioritize more personal-focus values. Additionally, we find that similarity in the values profile of dog owners and their dogs is positively associated with life satisfaction, but this was not the case for cats. However, when we examined associations between individual values similarity and life satisfaction, our results suggest a more complex and nuanced picture of both direct and indirect similarity effects. (shrink)

The study explored the motivations behind Australian wool producers’ intentions regarding mulesing; a surgical procedure that will be voluntarily phased out after 2010, following retailer boycotts led by People for the Ethical Treatment of Animals. Telephone interviews were conducted with 22 West Australian wool producers and consultants to elicit their behavioral, normative and control beliefs about mulesing and alternative methods of breech strike prevention. Results indicate that approximately half the interviewees intend to continue mulesing, despite attitudes toward the act of (...) mulesing being quite negative. This indicates that attitudes alone are unlikely to be good predictors of this goal directed behavior. Most respondents believed mulesing was more effective and involved less cost, time, and effort than the currently available alternatives to prevent breech strike. Further, they felt relatively little social pressure, as they believed few consumers were concerned about mulesing. However, they noted that if consumer sentiment changed they would likely change their practices. Thus, attitudes are likely to be only one of several factors influencing intentions to change farm practices to address societal concerns about animal welfare. Further, mulesing appears to be goal - directed behavior , suggesting that other factors depicted by the Model of Goal-directed Behavior (MGB; Perugini and Bagozzi In: Br J Soc Psychol, 40: 79–98, 2001 ) may be worth exploring in this context. Finally, these results provide insight into how policy makers may influence farmers to change practices in response to societal pressure for improving farm animal welfare. (shrink)