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Can moral appeals motivate individuals to choose less carbon-intensive diets? In a survey-embedded forced-choice conjoint experiment involving 1520 US respondents, we asked participants to compare two menus across six dimensions: (1) burger/sandwich patty type and its corresponding carbon footprint value, (2) calories, (3) protein, (4) price, (5) ingredient origin, and (6) farming method. Within each menu, the values for these dimensions varied randomly. Further, respondents were randomly assigned to three frames: a reference frame that highlighted the scientific rationale for pro-climate action, and treatment frames with a moral-secular and a moral-religious framing of pro-climate action. We found that moral appeals did not influence individuals to make low-carbon food choices. Across the entire sample, respondents tended to favor non-vegetarian options with higher carbon footprints. Those who prioritized taste were less inclined to choose the vegetarian menu. However, some subgroups did show a preference for the vegetarian menu, including women, those with pro-climate attitudes and prior exposure to a vegetarian diet, and those who considered the health impact of their food choices. In conclusion, it appears that moral appeals are unlikely to drive significant changes in individual food choices toward a more climate-friendly food system. Instead, dietary preferences are primarily shaped by individuals’ pre-existing climate attitudes and demographics. [ABSTRACT FROM AUTHOR]

Abstract Is disease demotion more important than health promotion? The question is crucial for the ethos of medicine and for priority setting in healthcare. When things get tough, where should our attention and resources go: to health or disease? This study investigates two general perspectives on health and disease to address whether there is a stronger moral appeal from people’s disease than from their health. While naturalist conceptions of health and disease are mute on moral appeal, normativist conceptions give diverse answers. Classical utilitarianism provides a symmetrical view of health and disease, according to which we have an equally strong moral appeal to further health as we have to reduce disease. Other normativist positions argue that there is an asymmetry between health and disease providing substantial support for a stronger moral appeal from disease than from health. This has a wide range of radical implications, especially within priority setting. In particular, treatment, palliation, and prevention of disease should have priority to the promotion and enhancement of health.

Is disease demotion more important than health promotion? The question is crucial for the ethos of medicine and for priority setting in healthcare. When things get tough, where should our attention and resources go: to health or disease? This study investigates two general perspectives on health and disease to address whether there is a stronger moral appeal from people's disease than from their health. While naturalist conceptions of health and disease are mute on moral appeal, normativist conceptions give diverse answers. Classical utilitarianism provides a symmetrical view of health and disease, according to which we have an equally strong moral appeal to further health as we have to reduce disease. Other normativist positions argue that there is an asymmetry between health and disease providing substantial support for a stronger moral appeal from disease than from health. This has a wide range of radical implications, especially within priority setting. In particular, treatment, palliation, and prevention of disease should have priority to the promotion and enhancement of health. [ABSTRACT FROM AUTHOR]

Because company cars add to corporate CO 2 footprints, companies are beginning to replace cars with mobility budgets that employees can use for leisure and commuting trips. This study examines whether nudges can encourage sustainable travel in such a subsidized setting. We conduct a field experiment with 341 employees of a large German company. Observing expenditure items charged to the mobility budget, we test if social comparisons and a climate-related moral appeal induce a shift towards low-emissions transport modes. We find that simultaneous application of both nudges causes a reduction in car use, particularly taxi and ride sharing, as well as substitution towards micromobility, but not public transport. The social comparison alone is not effective, and the treatment effects of the combined nudge vanish in the second half of the treatment period. Survey evidence suggests that these results are driven by a minority that complies with the communicated social norm. [ABSTRACT FROM AUTHOR]

What do we owe other persons? Are we as much obliged to promote their wellbeing as we are to reduce their suffering? This question is crucial for a range of social institutions and welfare services, and especially for the health services. To address this question the article investigates prominent positions and arguments in moral philosophy. It finds that while classical utilitarianism claims that there is symmetry in the moral obligation with respect to peoples' wellbeing and their suffering, a wide range of other positions and perspectives argue for an asymmetric relationship with stronger moral obligations towards other persons' suffering than towards their wellbeing. This difference in obligations is supported ontologically by basic differences inherent in wellbeing and suffering and axiologically by a relative (gradual) difference in value. The many well-founded arguments for stronger moral obligations towards other persons' suffering than towards their wellbeing has important implications for health policy; especially for priority setting. Avoiding and reducing suffering should have priority to the promotion and enhancement of wellbeing., (Copyright © 2024 The Author. Published by Elsevier B.V. All rights reserved.)

We study how moral suasion that appeals to two major ethical theories, Consequentialism and Deontology, affects individual intentions to contribute to a public good. We use the COVID-19 pandemic as an exemplary case where there is a large gap between private and social costs and where moral suasion has been widely used as a policy instrument. Based on a survey experiment with a representative sample of around 3500 Germans at the beginning of the pandemic, we study how moral appeals affect contributions with low and high opportunity costs, hand washing and social distancing, to reduce the infection externality as well as the support for governmental regulation. We find that Deontological moral suasion, appealing to individual moral duty, is effective in increasing planned social distancing and hand-washing, while a Consequentialist appeal only increases planned hand-washing. Both appeals increase support for governmental regulation. Exploring heterogeneous treatment effects reveals that younger respondents are more susceptible to Deontological appeals. Our results highlight the potential of moral appeals to induce intended private contributions to a public good or the reduction of externalities, which can help to overcome collective action problems for a range of environmental issues. [ABSTRACT FROM AUTHOR]

Ibsen wrote another major play on social issues, Ghosts, after the publication of his A Doll's House. The word, "ghosts", a rhetoric used by Mrs. Alving, the heroine in the play, carries rich ethical connotations. Its metaphorical implication illustrates, from both physical and ethical perspectives, that the ethical conventions represented by Pastor Manders have had an irresistible impact on her and triggered a series of tragic consequences. The ethical conventions advocated by Pastor Manders are a set of ethical values that aim to replace ethics with ideals and choose duties over rights. These conventions cannot perform their basic function in entreating everyone to be good or regulating individual behavior, but nominally they still serve as the criteria for measuring and judging individuals' morality, words, and deeds, and they even force individuals to adopt unethical means to create fake ethical appearance. Ibsen uses the double metaphor of "ghosts" to reveal the dilemma of individual survival caused by the ethical problem of our inability to pursue both truth and ideal at the same time, denounces the ethical values that are so idealistic as to negate the basic attributes of humans' existence as the Sphinx factor and violate natural laws, and expresses a moral appeal for self-emancipation. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

We conducted a natural field experiment to evaluate two resource conservation programs. One intervention consisted of a moral appeal message asking university employees to cut back on printing in general, and to use double-sided printing whenever possible. The other intervention tested whether people׳s tendency to stick with pre-set alternatives is applicable to resource use: at random points in time we changed the default setting on the university printers, from single-sided to double-sided printing. Whereas the moral appeal had no impact, the default change cut paper use by 15 percent. Further analysis adds two important insights. First, we show that defaults influence behavior also in the longer run. Second, we present results indicating that resource efficient defaults have the advantage of avoiding unintended behavioral responses. Overall, our findings send a clear message to anyone concerned about resource conservation: there are potentially large gains to be made from small interventions. [ABSTRACT FROM AUTHOR]

Influenza vaccination uptake among health care workers (HCWs) protects patients and staff. Still, many health institutions' coverage rates are unsatisfactory. We aimed to test the effect of communicating moral appeals in increasing vaccination uptake in a real life setting. In three field experiments among HCWs, a moral appeal highlighting morally relevant consequences of influenza vaccination was manipulated. The outcome variables were vaccination intention right after exposure to the moral appeal (Study 1; N = 569 US and UK HCWs from various institutions) and vaccination uptake in subsequent weeks for those respondents who consented in sharing this data during the survey (Studies 2 and 3, respectively N = 121 and N = 770 Dutch hospital employees). Studies 1 and 3 showed that moral appeal enhanced vaccination intention and uptake (vaccination uptake increased by 11%), due to increased awareness that vaccination is a moral decision. In Study 2, moral appeal had no effect, probably because people with more outspoken vaccination attitudes had responded to the call to fill in the survey. Moreover, moral appeal increased support for an influenza vaccination mandate. Furthermore, the results suggest that moral appeal was especially effective among HCWs with no history of influenza vaccination. These results indicate that moral appeal can be a useful tool for increasing both vaccination uptake and mandate support within health care institutions. • Influenza vaccination coverage rates among health care workers are unsatisfying. • Moral appeal was tested in a field experiment among health care workers (HCWs). • Exposure to a moral appeal increased influenza vaccination uptake with 11%. • Exposure to a moral appeal increased support for an influenza vaccination mandate. • Moral appeal affected HCWs without an influenza vaccination history more strongly. [ABSTRACT FROM AUTHOR]

Environmental sustainability demands civic action through both changes in individual and community behaviors in addition to national and international agreements and cooperation. In moral appeals to the environment, individuals are often called upon to behave in “good” ways—reduce, reuse, recycle—to “save the planet.” Behavior, and our attitudes about it, is therefore an important component to ongoing sustainability efforts. This pilot study, conducted in Fall 2009, brings together research methods in sociolinguistics and rhetorical studies to examine the discourses that students produce when describing issues and practices concerning sustainability. In interviews with 15 students in an earth sustainability general education core, our study found that students were knowledgeable about environmental issues and expressed intentions to engage in sustainable behaviors. Yet, students produced accommodating discourses when addressing competing demands on their time and resources. The sociolinguistic analysis of interview data shows a disassociation from environmental issues at the symbolic level of language use. The rhetorical analysis shows that this disassociation manifests as guilt, largely because when choosing between various moral appeals in their social context, students are left without tangible direction for engaging in new sustainable behaviors. [ABSTRACT FROM PUBLISHER]

Since the reform and opening up, the moral expression of Chinese people, which is characterized by a combination of implicitness and explicitness, has transformed from emphasizing the explicit aspect into emphasizing the implicit one. While people tend to adopt the implicit way of moral expression in their daily lives, they prefer the explicit one in special circumstances such as the occurrence of great events. This is the basic form of combination of the two types of moral expression. In the new era of reform and opening up, the spiritual nature and basic moral quality of the Chinese people are in a relatively steady state, whether in 2008 or before 2008, though they do have different ways of moral expression in different circumstances. The ways people choose to express their morality depend on such factors as the environment in which they are situated and the extent of the moral appeal from the social environment, the role of moral value in the sequence of core social values, and the evaluation of the moral legitimacy of the motives behind people's behavior by the social mentality and public opinion. [ABSTRACT FROM AUTHOR]