It’s Good for Me

The Role of Moral Development in Health Advertising Effectiveness

Bibliographic Data

ID6172952
AuthorsNia Johnson (0009-0000-3099-4059, Samford University, corresponding author)
Year2021
Volume5
Issue2
Pages3-3
Publication date2021-12-29
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueThe Journal of Public Interest Communications (JOURNAL)
Journal identifiersISSN: 2573-4342 • E-ISSN: 2573-4342
PublisherGeorge A. Smathers Libraries (PUBLISHER • US)
DOI10.32473/jpic.v5.i2.p3
OpenAlexW4206149132
LanguageEN
Citations received1
References cited8

This study examines moral development’s role in judgments of health messages. This research assesses which appeals and type of benefit advertised in health ads impact ad effectiveness and health intentions. Results indicate that messages advertising a third-person benefit of the behavior are more appealing than a first-person benefit and that moral development should be considered when designing health messages. The ads presenting a third-person benefit and an emotional appeal were more effective among those who rated higher in the maintaining norms schema of moral development and among those with higher moral development. This indicates that health messages targeting adolescents should emphasize the principles at play when encouraging behavior or attitude change and should highlight societal values in the behaviors

Appeal · Behavior change · Health benefits · Political science · Schema (genetic algorithms · Behavioral Health and Interventions · Computer Science · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Medicine · Psychology · Social Psychology

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Open DOIOpen Access