Abstract
ABSTRACT This study investigated the relationship between prosocial messages, the degree of presence induced from different message types and the heightening effect of moral identity. A total of 96 students were pre-tested with a moral identity scale and assigned to three experiment groups and one control group. Each of the experiment groups was exposed to a series of prosocial messages designed with different message characteristics daily. After 9 days the participants were subjected to moral identity and presence measures. Overall, presence design is key to heightening moral identity. Prosocial messages heightened moral identity symbolization significantly in two of the experiment groups and as expected, no significant changes occurred in the control group. Picture with text (PT) and narrative text (NT) prosocial messages heightened moral identity symbolization more than short text (ST) prosocial messages. Perceived presence mediates the relation between the pre-moral identity symbolization and post-moral symbolization but not moral internalization.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
