It’s Good for Me

Abstract

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.

Puppets, Vaccines, and Public Health

“…Our communication strategy aimed to provide balanced and evidence-based information, empowering families to make informed decisions about vaccination. Applying insights from Johnson's (2021) research on moral development and health advertising effectiveness, we framed vaccination as a prosocial act that protects not just oneself but the wider community. This taps into children's emerging sense of morality and desire to conform to group norms at the "maintaining norms" stage of development.…”