I think this comment may help explain and direct you to further reading.
My understanding is that animal rights activities tend to spend their time showing people how bad conditions are, and I see no mechanism by which this would change people’s terminal values.
Most people haven’t thought much about animal welfare or rights, and being confronted with conditions can push them to do so. Also, activists don’t just show people conditions, they actually make arguments, often by analogy with companion animals or humans, too, which are effectively antispeciesist arguments.
Furthermore, getting people to reduce their consumption of animal products, however this is done (e.g. by improving substitutes), tends to make them less prone to the cognitive dissonance and rationalization that prevents them from recognizing the importance of nonhuman animals.
I think this comment may help explain and direct you to further reading.
Most people haven’t thought much about animal welfare or rights, and being confronted with conditions can push them to do so. Also, activists don’t just show people conditions, they actually make arguments, often by analogy with companion animals or humans, too, which are effectively antispeciesist arguments.
Furthermore, getting people to reduce their consumption of animal products, however this is done (e.g. by improving substitutes), tends to make them less prone to the cognitive dissonance and rationalization that prevents them from recognizing the importance of nonhuman animals.