#2349. The missing role of moral values in anti-vaping messaging

September 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

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Journal’s subject area:
Economics, Econometrics and Finance (all);
Sociology and Political Science;
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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.
Keywords:
anti-vaping; belief congruence theory; moral consumption; moral values; religion; vaping

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