Jacob R. Peacock
Harish Sethu
A reanalysis of a randomized study on the amount of diet change resulting from viewing two different leaflets.
This document presents a reanalysis of the data and the conclusions reported by Humane League Labs on July 19, 2013, in the blog post titled Report: Which leaflet is more effective? Our reanalysis finds that, assuming no methodological concerns and based on the data alone, one may reasonably conclude that the leaflet titled Something Better is likely more effective in promoting dietary change away from animal products than Compassionate Choices. However, given methodological concerns which include the lack of a control group, a reliance on self-reported dietary data and the likely presence of social desirability bias, substantial uncertainty is warranted around this conclusion. Activism strategies related to leafleting must not be guided by the results of this study alone.
Read more in the full report and download the data and code.
