Original paper
Tainted by Stigma: The Interplay of Stigma and Moral Identity in Health Persuasion
Abstract
The current research examines the interactive effect of consumers’ moral identity and risk factor stigma on health message effectiveness. The authors theorize that engaging in advocated health behaviors has moral associations; however, a stigmatized risk factor in a message “taints” the morality of the advocated health behavior. Thus, consumers with high (vs. low) moral identity are more likely to comply with health messages when risk factor...
Paper Details
Title
Tainted by Stigma: The Interplay of Stigma and Moral Identity in Health Persuasion
Published Date
Feb 23, 2022
Volume
59
Issue
2
Pages
392 - 410
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History