Vicarious Learning and Dopamine

It’s Thanksgiving week in the U.S.—maybe you’re driving to a family gathering, getting in a pre-pie walk, or just bracing yourself for the conversations ahead. Wherever you are, Michele invites you to pause and notice: are you a vegan voyeur? Someone who loves the idea of plant-based living, follows all the vegan doctors, and streams every documentary—but hasn’t quite stepped fully into the practice?In This Episode

Michele unpacks the idea of the “vegan voyeur”—and why it’s not a failure but a natural stage in any behavior-change journey. Drawing on research from behavioral psychology, neuroscience, and habit science, she explains how our brains give us a little dopamine hit just for learning about change, even before we act. We all do it: reading about fitness instead of moving, watching decluttering videos instead of cleaning, or binge-listening to inspirational podcasts instead of starting that project. It’s called vicarious learning, part of the contemplation stage described by psychologist James Prochaska’s Transtheoretical Model of Change. Behavioral economists call the internal tug-of-war cognitive dissonance—the tension between comfort and growth. And as BJ Fogg reminds us, we often “celebrate the idea instead of the action.” The good news? Readiness doesn’t come before action—it’s built through it.Takeaway / Challenge

This week—especially amid Thanksgiving travel, traditions, and turkey talk—notice where you might be a vegan voyeur, a researcher, or an eavesdropper. Then take one real-world step: make that saved recipe, order the vegan option, try a new non-leather belt, or plan a visit to an animal sanctuary. Action creates evidence, evidence builds identity, and identity sustains the habit.

Learning about veganism can change your life.

Living it changes the world.

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