Abstract
Integrating theory and research on persuasion, moralization, and intergroup relations, the present research aims to highlight the far-reaching impact of health-related persuasion on society. I propose that governments’ health-related persuasion leads to the emergence of new social norms, and in particular moral norms. Importantly, moral norms provide strong behavioral imperatives and are seen as binding for group members. This suggests that moralized persuasion has a strong potential to divide society along the lines of citizens who conform to and citizens who deviate from health-related moral norms. Thus, departing from the traditional focus on targets of persuasion, the present research focuses on those holding a moralized view on health and lifestyle. Key aspects of social cohesion as defined by the OECD (2011) have been tested across four studies. The main hypothesis tested is that those conforming to the norm (e.g., non-smokers, normal weight people, people with healthy lifestyles) will stigmatize those deviating from the norm (e.g., smokers, overweight people, people with unhealthy lifestyles). Flowing from stigmatization, less inclusion, lower solidarity with and greater endorsement of unequal treatment of those deviating from the moral norm are predicted. Four survey studies (total N = 1568) examining the proposed associations among non-smokers, normal weight people, and employees with healthy lifestyles are presented. The studies provide unanimous support for the hypothesis, with meta-analysis providing further support for the reliability of the findings. Consistent across studies, social cohesion indicators were negatively affected by health moralization through stigmatization of those deviating from health-related moral norms. Findings highlight an under-acknowledged potential of moralized health-related persuasion to divide society, thereby undermining cohesion and the achievement of important societal goals. In the discussion, limitations and relevant routes for future research are highlighted. Recommendations are derived for policy makers, institutions, employers, and individuals.
Highlights
Persuasion is an important part of our lives
The different mean levels might be due to the fact that the targets of the questions differed; while showing solidarity referred to solidarity with those deviating from the health norm in particular, expecting solidarity referred to “others” in general
In providing first evidence for the negative consequences flowing from health moralization, the present research shows that governments’ good intentions in persuading entire populations to live more healthily might come at a substantial cost, especially when the discourse highlights morality
Summary
Persuasion is an important part of our lives. We are confronted with messages to make us buy a certain product, vote for political parties, or live our life in a certain way. I propose that this question is relevant when persuasion is moralized and addresses large collectives of people, because in such contexts, persuasion likely leads to the emergence of new moral norms. In line with this proposition, the aim of this paper is threefold. The first aim is to situate persuasion in the realm of emergent moral norms, thereby carving out its relevance for intra- and intergroup dynamics. In order to achieve this aim, the present paper diverges from the traditional focus of considering the effects of persuasion on the targets, focusing instead on those already complying with the behavior at the heart of the persuasive message. Based on the theoretical rationale and empirical findings presented, the third aim is to derive practical recommendations as well as suggestions for relevant future research
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