The missing role of moral values in anti‐vaping messaging

Elizabeth A. Minton and Paige Gardiner

Journal of Consumer Affairs, 2021, vol. 55, issue 3, 1040-1061

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.

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1111/joca.12394

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:55:y:2021:i:3:p:1040-1061

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().