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Regulatory Focus and Audience Morality: Examining Relationships Between Message Orientation and Moral Intuitions
Regulatory Focus and Audience Morality: Examining Relationships Between Message Orientation and Moral Intuitions
- Source :
- Communication Research Reports. 32:1-9
- Publication Year :
- 2015
- Publisher :
- Informa UK Limited, 2015.
-
Abstract
- Moral foundations theory (MFT) is a psychological framework describing innate and modular moral intuitions. The current study integrates MFT with a motivational conception of morality to link it with regulatory focus theory. By combining these frameworks, we predict that a prevention-focused (vs. promotion-focused) advertising message will prime emphasis of moral domains for in-group loyalty, respect for authority, and moral purity among college students. The framework also suggests that emphasis of these three domains will be positively associated with favorable appraisals of prevention-focused messages. Results support the notion that prevention-focused (vs. promotion-focused) messages prime the three domains but contradict the expectation that these domains are positively associated with favorable appraisals of prevention-focused messages. Observations show that they are, rather, positively associated with favorable appraisals of the promotion-focused message. Discussion centers on interpreting these c...
Details
- ISSN :
- 17464099 and 08824096
- Volume :
- 32
- Database :
- OpenAIRE
- Journal :
- Communication Research Reports
- Accession number :
- edsair.doi...........05c9e076a50b231f543519a29aefb1c7
- Full Text :
- https://doi.org/10.1080/08824096.2014.989968