Moral Messaging in a Time of COVID-19
Do appeals to moral values increase compliance with COVID-19 public health measures? According to the theory of ‘Morality as cooperation’, morality consists of a collection of cooperative principles that help us get along, work together and promote the common good. We experimentally investigated whether messages that appeal to these moral principles increase pandemic-related public health behaviour. We investigated: (a) Are moral messages more effective than non-moral messages? (b) Are some moral messages more effective than others? c) Is the effectiveness of moral messages dependant on the corresponding moral values of the individual? (d) Do these effects hold across cultures? Participants (recruited from the USA and India) were presented with one of ten messages, asked questions about their intentions to follow the restrictions, were asked to donate to a charity fighting COVID-19, and completed the Morality-as-Cooperation Relevance Questionnaire. We found that: (a) Moral messages were more effective in increasing the donation than a non-moral message and more effective in increasing the intentions to act prosocially than a lack of message. (b) Messages appealing to heroism increased the intentions to act prosocially in both samples. (c) The effectiveness of moral messages was better when they were concordant with participants’ moral values, but only in the USA sample. (d) We also found that some moral messages were effective only in a particular population. Thus, moral messages may increase compliance with public health guidelines, but it is necessary to appeal to particular values and to tailor these messages for a specific culture.