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.

中文翻译：

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道德价值观在反电子烟信息中的缺失作用

与电子烟相关的疾病呈上升趋势。已经发起了各种反电子烟运动，但这些营销活动可能缺少消费者电子烟的核心组成部分——消费者认为电子烟比替代品更道德。我们的研究建立在信念一致性理论的基础上，通过三项研究来检验这一猜想和伴随的解决方案。研究 1 和 2 表明，除了将宗教信仰确定为一个解释因素外，电子烟道德观念与电子烟态度/行为之间存在正相关关系。研究 3 然后通过实验操纵营销信息，以表明基于道德的信息在增加不道德观念和减少对电子烟的积极影响方面最有效，特别是对于宗教信仰较高的消费者。