The Relationship between Social Dominance Orientation and Dietary/Lifestyle Choices

This research aims to: (1) examine the construct social dominance orientation (SDO) in a setting that expands group hierarchy to include prejudices and dominance toward animals; (2) compare predictive validity and internal consistency between the 16-item SDO6 and the 4-item SSDO; and (3) test whether the SDO6 and the SSDO scales predict well in a consumer behavior oriented contextual setting. Predictive validity of the SSDO was almost as high as that of the SSD6; internal reliability, however, was considerably lower. Further, as hypothesized, individuals exhibiting lower levels of SDO, as assessed by both SDO6 and SSDO, exhibit lower levels of speciesism as well as higher levels of empathic concern. In addition, as hypothesized, ethical vegans, as compared to carnists, display lower levels of SDO and speciesism, and higher levels of empathic concern.