A widely accepted view in epistemology is that we do not have direct control over our beliefs. And we surely do not have as much control over our beliefs as we have over simple actions. For instance, you can, if offered $500, immediately throw your steak in the trash, but a meat-eater cannot, at will, start believing that eating animals is wrong to secure a $500 reward. Yet, even though we have more control over our behavior than we have over (...) our beliefs, some of our behavior, especially moral behavior, is heavily influenced by our beliefs. Meat-eating is one example. So, if we do not have direct control over our beliefs and our beliefs influence our moral behavior, it’s no wonder meat-eaters aren’t immediately boycotting Burger King and lining up for the Beyond Burger after hearing about the mistreatment of farmed animals. So, how, or can we, inspire meat-eaters to change their beliefs regarding the moral significance of meat-eating and, consequently, their animal-eating behavior? I propose an answer to this difficult question. (shrink)