The purpose of the study was to investigate the Multi-Stage Model (MSM), a revised version of the Transtheoretical Model (TTM), and the TTM. The MSM differs from the TTM in the number of stages, stage definitions and social cognitions which are assumed to be essential for progression in each stage. The MSM and the TTM were tested across the stages with planned contrasts and for non-linear trends (discontinuity patterns) in risk awareness, pros and cons, self-efficacy, and intention. In a cross-sectional online study, 778 respondents were asked about social cognitions related to meat consumption. Compared to the TTM, more discontinuity patterns were found in the MSM. Across the stages of the MSM, mindsets were distinguished which differed qualitatively.