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The missing role of moral values in anti‐vaping messaging

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  • Elizabeth A. Minton
  • Paige Gardiner

Abstract

Vaping‐related illnesses are on the rise. Various anti‐vaping campaigns have been launched, but these marketing campaigns may be missing a core component of the reason that consumers vape—consumers perceive vaping as more moral than alternatives. Our research builds off belief congruence theory to examine this conjecture and accompanying solutions through three studies. Studies 1 and 2 show positive relationships between vaping morality perceptions and vaping attitudes/behavior in addition to identifying religiosity as an explanatory factor. Study 3 then experimentally manipulated marketing messaging to show that morality‐based messaging was most effective at increasing immorality perceptions and decreasing positive affect toward vaping, particularly for higher religiosity consumers.

Suggested Citation

  • Elizabeth A. Minton & Paige Gardiner, 2021. "The missing role of moral values in anti‐vaping messaging," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1040-1061, September.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:3:p:1040-1061
    DOI: 10.1111/joca.12394
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    References listed on IDEAS

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    1. Agnihotri, Arpita & Bhattacharya, Saurabh & Yannopoulou, Natalia & Liu, Martin J., 2022. "Examining social media engagement through health-related message framing in different cultures," Journal of Business Research, Elsevier, vol. 152(C), pages 349-360.

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