KFC vs PETA

KFC vs PETA

Amy Buccilla

Grace Jones

Amy Naula

Historical Background

(Kentucky Fried Cruelty, 2013)

February 2001

PETA learns of maltreatment of KFC's chickens

Historical Background

Solution

The Method (Ury & Fisher, 1983)

1. Separate the people from the problem

2. Focus on interests, not positions

3. Invent options for mutual gain

March 2003

Kentucky Fried Chicken

• Colonel Holland Sanders

Analysis of Concepts

• PETA confronts KFC again
• KFC's Animal Welfare Advisors resign

April 2001

April 2003

• PETA confronts KFC
• KFC's agreement with PETA
• Animal Welfare Advisory Council

• KFC Animal Welfare Advisor Council member reaches out against KFC
• KFC flaunts to press about Council

January 2003

• KFC makes no changes
• PETA international boycott

April 2009

1. Interdependence Theory

2. Realistic Conflict Theory

3. Wilmot & Hocker

• PETA files formal complaint

3. Invent options for mututal gain

1. Separate the people from the problem

• Separate inventing from deciding
• Broaden options
• Circle Chart
• Look for mutual gain
• Make the other side's decision easy

People for the Ethical Treatment of Animals

• Goal/mission
• Proper treatment of animals
• Education and Promotion

• Perception
• Emotion
• Communication

Cause Approach

2 3

1 4

Problem Solution

References

2. Focus on interests, not positions

Colonel Sanders. (2012). Colonel Harland Sanders. Retrieved from http://

colonelsanders.com/bio.asp

Kentucky Fried Cruelty. (2013). PETA and KFC. Retrieved from http://

www.kentuckyfriedcruelty.com/h-timeline.asp

Komorita, Samuel S. and Craig D Parks. “Introduction.” Social Dilemmas. Boulder,

Colorado: Westview Press, 1996. 1-15. Print.

People for the Ethical Treatment of Animals. (PETA). (2013). All about PETA.

Retrieved from http://www.peta.org/about/learn-about-peta/default.aspx

Sherif, Muzafer, & Harvey, O.J. & White, J.B. "Experiments in Group Conflict." The

Robbers Cave Experiment:Intergroup Conflict and Cooperation. Connecticut:Wesleyan University Press, 1961. 135-140. Print

Ury, William and Roger Fisher. “The Method”. Getting to Yes: Negotiating Agreement

Without Giving In. New York: Penguin Books, 1983. 17- 61. Print.

Wilmot, William W., and Joyce L. Hocker. “Styles and Tactics.” Interpersonal Conflict.

Montana: The McGraw-Hill Companies, 2005. 129-165. Print.

Interdependence Theory

Interests

• PETA: fair treatment of chickens
• KFC: cheapest way to prepare chickens, feeding customers

Positions

• PETA: Direct confrontation, discussion of animal cruelty with KFC, international boycott, formal complaint with FTC
• KFC: agreed to improve conditions, hire animal welfare specialists

Wilmot & Hocker

• Social exchange
• Maximize rewards and minimize costs

• Dual concern model
• Started as collaborative style
• KFC shifts to avoidance style
• PETA threatens and boycotts

(Colonel Sanders, 2012)

(PETA, 2013)

(Komorita & Parks, 1996)

(Wilmot & Hocker, 2005)

Realistic Conflict Theory

• Intergroup relationship
• Cooperative relationship
• Shift to competitive relationship
• Increased loyalty to group
• Increased derogation of outgroup
• Biased evaluation

(Sherif, 1961)