Abstract Within multimodal persuasive messages, the roles of visual cues in producing unintended effects have been understudied. In an experiment on a sample of former and current smokers (N = 991), we manipulated the presence of visual vaping cues within electronic cigarette video advertisements (N = 25) to evaluate opinions towards vape-free policies. Such cues diminished the effects of pro-vaping arguments to increase support for vape-free policies, inadvertently benefiting public health. Consistent with the moral foundations theory (MFT), endorsement of the care/harm moral foundation strengthened message effects. Furthermore, cognitions and emotions related to moral intuitions mediated the effects of visual vaping cues. These findings suggest that MFT can help explain unintended effects of visual cues when outcomes are related to morality.

中文翻译：

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当视觉提示激活了道德基础时：电子烟视频广告中的雾化视觉刻画的意想不到的效果。

摘要在多模式说服性信息中，人们已经研究了视觉提示在产生意想不到的效果中的作用。在对以前和现在的吸烟者样本（N = 991）进行的实验中，我们操纵了电子香烟视频广告（N = 25）中可视化的雾化提示的存在，以评估对无烟政策的意见。这样的暗示减弱了支持争论的论点的影响，这些争论增加了对无雾政策的支持，无意中使公共卫生受益。与道德基础理论（MFT）一致，对关怀/伤害道德基础的认可增强了信息效果。此外，与道德直觉相关的认知和情感介导了视觉电子提示的作用。这些发现表明，当结局与道德相关时，MFT可以帮助解释视觉暗示的意外影响。