Perceived Message Effectiveness Research Articles

How Do Behavioral Framing, Linguistic Certainty, and Target Specification Impact Responses to Vaping Prevention Messages?

While research on youth vaping prevention has begun to grow, little work has examined language choice in vaping prevention messages. This study examined adolescents’ responses to vaping prevention statements that varied on three features: behavioral framing, linguistic certainty, and target specification. We conducted a 2 (behavioral framing) by 2 (linguistic certainty) by 2 (target specification) by 3 (risk type) plus control condition between-subjects experiment using a national probability sample. Adolescents (N = 1,603) were randomly assigned to one of 25 conditions in which they viewed a vaping prevention statement (or a control statement about vape litter) followed by measures of perceived message effectiveness (PME), perceived severity and susceptibility of vaping risks, message trustworthiness, message relevance, and intentions to seek more information about vaping risks. Results showed main effects of behavioral framing, such that a declarative frame (“Vaping can … ”) led to higher PME, higher perceived severity, and greater information seeking intentions than a contingent frame (“If you vape, it can…”), while an interaction revealed that most declarative frame effects were driven by adolescents who were susceptible to vaping. There were also main effects of linguistic certainty, such that the word “can” (“Vaping can … ”) led to higher PME, higher perceived susceptibility and severity, and greater information seeking intentions than the word “could” (“Vaping could … ”). No main effect of target specification (“you” vs. “teens”) was observed. Overall, findings suggest that vaping prevention messages that communicate greater certainty have greater behavior change potential.

Mobilize Is a Verb: The Use of Verbs and Concrete Language Is Associated With Authors' and Readers' Perceptions of a Text's Action Orientation and Persuasiveness.

In three studies, we investigated the role of linguistic features characterizing texts aiming to mobilize others. In Study 1 (N = 728), participants produced a leaflet either mobilizing others to engage in an action or expressing their thoughts about that action, and evaluated how action-oriented their text was. Mobilizing texts included more verbs and concrete words, and the presence of these linguistic characteristics was positively linked to participants' evaluations of their messages as action-oriented. In Studies 2 and 3 (N = 557 and N = 556), independent groups of participants evaluated texts produced in Study 1. Readers' perceptions of texts as action-oriented were associated with the same linguistic features as in Study 1 and further positively linked to perceived message effectiveness (Study 2) and behavioral intention (Study 3). The studies reveal how encoding and decoding of verbs and concrete words serve as distinct persuasive tools in calls to action.

Death walks into a bar: Humor and profanity in advance care planning messages

Although scholars note advantages and disadvantages to using humor and profanity, influential leaders in the Death Positive Movement (DPM) use both message features to motivate end-of-life (EOL) advance care planning (ACP). Through the lens of expectancy violations theory (EVT), this study examined relationships between perceived humor, profanity in messages, trait profanity use in receivers, perceived offensiveness, perceived speaker effectiveness, and perceived message effectiveness. Participants (N = 604) were randomly exposed to a podcast about ACP containing clean humor, profane humor, or no humor. Results indicated that profanity and perceived humor were positively related to offensiveness, and offensiveness was negatively related to perceived speaker and message effectiveness. When perceived as non-offensive, perceived humor was positively related to perceived speaker and message effectiveness. Surprisingly, profane messages offended profane receivers more than they offended less-profane receivers. These results suggest that to be maximally effective, ACP motivators should use humor cautiously and avoid profanity.

Why Do People Believe in Vaccine Misinformation? The Roles of Perceived Familiarity and Evidence Type

ABSTRACT The proliferation of health misinformation poses a significant threat to public health, making it increasingly important to understand why misinformation is accepted. The illusory truth effect, which refers to the increased believability of a message due to repeated exposure, has been widely studied. However, there is limited research on this effect in the context of COVID-19 vaccine misinformation. This paper aims to examine the role of perceived familiarity with COVID-19 vaccine misinformation on various message perceptions, including perceived accuracy, agreement, perceived message effectiveness, and determinants of vaccination, including vaccine attitude and vaccination intention. Furthermore, it explores the impact of misinformation evidence (statistical vs. narrative) on the magnitude of the effects of perceived familiarity. To investigate these factors, a between-subjects experimental study was conducted, employing a 2 (Familiarity: strong vs. weak) × 3 (Evidence type: statistical, narrative, and both evidence) + 1 (Control: a message about drinking water) design. The results revealed that perceived familiarity with COVID-19 vaccine misinformation significantly predicted perceived accuracy, which was found to be negatively correlated with vaccine attitudes and vaccination intentions. Moreover, statistical evidence presented in misinformation was perceived as more persuasive in perceived message effectiveness, compared to narrative and mixed evidence. Interestingly, the effects of perceived familiarity were not contingent on the type of evidence used in COVID-19 vaccine misinformation. These findings emphasize the importance of avoiding the repetition of misinformation, reducing the processing fluency associated with misinformation correction, and educating individuals on how to critically evaluate statistical evidence when encountering (mis)information.

Does source matter? Examining the effects of health experts, friends, and social media influencers on young adult perceptions of Instagram e-cigarette education messages

PurposeYoung adults’ e-cigarette use is a leading public health concern. Using messages from credible sources can help improve message acceptance, yet little research has examined the role of source credibility on young adults’ responses to e-cigarette education messages. MethodsWe examined the impact of source on young adults’ perceptions of e-cigarette education messages and e-cigarettes. In July 2022, we conducted an experimental study using an online sample of young adults (N=459, Mage=24.6) who were randomized to one of three source conditions: expert, friend, or influencer, and viewed e-cigarette education messages. We used one-way ANOVA to estimate the association between the conditions and outcomes (perceived source credibility, message trust, curiosity, use interests, perceived message effectiveness, beliefs, harm perceptions, and intentions to refrain). ResultsThe expert condition was associated with significantly higher perceived source credibility (vs. friend, influencer; p<0.001), message trust (vs. friend, influencer; p<0.001), and curiosity (vs. influencer; p’s<0.05). ConclusionsPublic health campaigns may leverage health experts to deliver e-cigarette education messages targeting young adults to improve effectiveness of the messages.

On the relationship between mind perception and social support of chatbots.

The social support provided by chatbots is typically designed to mimic the way humans support others. However, individuals have more conflicting attitudes toward chatbots providing emotional support (e.g., empathy and encouragement) compared to informational support (e.g., useful information and advice). This difference may be related to whether individuals associate a certain type of support with the realm of the human mind and whether they attribute human-like minds to chatbots. In the present study, we investigated whether perceiving human-like minds in chatbots affects users' acceptance of various support provided by the chatbot. In the experiment, the chatbot posed questions about participants' interpersonal stress events, prompting them to write down their stressful experiences. Depending on the experimental condition, the chatbot provided two kinds of social support: informational support or emotional support. Our results showed that when participants explicitly perceived a human-like mind in the chatbot, they considered the support to be more helpful in resolving stressful events. The relationship between implicit mind perception and perceived message effectiveness differed depending on the type of support. More specifically, if participants did not implicitly attribute a human-like mind to the chatbot, emotional support undermined the effectiveness of the message, whereas informational support did not. The present findings suggest that users' mind perception is essential for understanding the user experience of chatbot social support. Our findings imply that informational support can be trusted when building social support chatbots. In contrast, the effectiveness of emotional support depends on the users implicitly giving the chatbot a human-like mind.

Yellow Warnings Labels on Top are More Effective to Discourage Smoking Initiation: An Experimental Online Study

ABSTRACT Background The key to controlling tobacco use lies in preventing new smokers. Graphic health warnings (GHW) discourage smoking initiation, but their effectiveness depends, in part, on their design. Purpose To measure the effect of varying the design and location of GHW, which occupy 30% of the package, to discourage smoking initiation. Methods Non-smokers young adults aged 18–21 years (n = 358) were recruited online and randomized to one of four experimental conditions, in a 2 (Color, yellow vs white) × 2 (Location, top vs. bottom) between subjects experimental design. Results GHWs located on top increase perceived message effectiveness, reduce pack appeal, and decrease purchase intention. Yellow color increases perceived message effectiveness and white color reduces pack appeal. Yellow warnings on top grabbed more attention. Discussion Results suggest that the yellow warning on top is the best combination for GHWs covering 30% of the pack. This combination increases perceived message effectiveness, decreases pack appeal, and is the most attention-grabbing. Translation to Health Education Practice Health communication strategies that address these key considerations can contribute to the prevention of cigarette smoking-associated noncommunicable diseases. Competencies and sub-competencies in one area of responsibility, (V) Advocacy, were addressed.

Perceptions of HPV-Linked Oropharyngeal Cancer Risk Messages Among a Sample of Young Adult Men in the US: A Pilot Study.

Awareness of risk for oropharyngeal cancer from oral human papillomavirus (HPV) infection is low among men in the United States. This pilot study tested messages communicating oral HPV and oropharyngeal cancer risk among a sample of U.S. young adult men (aged 18-26). Six oral HPV and cancer risk messages were tested in an online survey. Participants (N = 68) were randomly assigned to one of two message sets, each containing three unique text-based messages. Participants evaluated messages separately based on various measures (e.g., perceived message effectiveness [PME], novelty). One-way repeated measures ANOVAs were used to assess evaluation differences within message sets. Participants provided open-ended feedback about each message, which were synthesized into overarching themes. Participants were receptive to the risk messages, rating them high on PME (mean range = 3.72-4.25 out of 5) and other measures. Analyses identified three high-performing messages. For example, participants rated a message about HPV-linked oropharyngeal cancer risk rates in men versus women higher on attention and novelty than two other messages in the same set (both ps < .05). Participants were shown three messages (instead of all six) in each message set to minimize survey fatigue. Common themes from open-ended feedback were that participants liked the short-form structure of the messages and that the messages used gender-tailored language. In conclusion, oral HPV and oropharyngeal cancer risk messages may be useful for increasing risk awareness among men in the U.S. Further work should test such messages in rigorous experimental contexts to assess their efficacy in modifying other health outcomes, such as HPV vaccination behaviors.

Emotional Appeals and Norms: How Normative Perceptions Moderate the Persuasive Impacts of Discrete Emotional Appeals within Tobacco Pictorial Warnings in China

ABSTRACT Tobacco pictorial warnings could employ a variety of emotional appeals to enhance effectiveness; however, little research exists to guide the selection of discrete emotional appeals. Further, it remains unclear how contextual pro-smoking norms might influence the persuasive impacts of discrete emotional appeals within pictorial warnings, especially in China, where the overall smoking rate and social acceptance remain high. To fill these gaps, this study leveraged the largest set of pictorial warnings (K = 510) tested to date. Using a randomized large-K multiple-message design, we evaluated the impacts of disgust, fear, self-anger, contempt, shame, and hope appeals among Chinese adult male smokers (N = 2,306) on perceived message effectiveness (PME). Results showed that fear, self-anger, shame, and hope appeals significantly increased PME, while disgust and contempt appeals appeared less effective. Importantly, the PME of nearly all emotional appeals – except hope appeals – was weakened for Chinese adult male smokers with higher pro-smoking normative perceptions, highlighting the importance of considering local contextual influences when implementing pictorial warnings.

Can Videos on TikTok Improve Pap Smear Attitudes and Intentions? Effects of Source and Autonomy Support in Short-Form Health Videos

ABSTRACT This study was designed to test the effects of two message features (source and level of autonomy support) that are commonly found in short-form social media (e.g. TikTok) videos about Pap tests. The source is defined as who is communicating the message, and autonomy support refers to providing an individual with the independence, respect, and choice to make their own decision. In an online experiment, 636 females aged 21–29 viewed TikTok videos about Pap tests varying in source (doctor vs. peer) and level of autonomy support (either using controlling language to demand getting a Pap test or being supportive of one’s choice of whether they receive a Pap test) and then responded to outcomes measures including perceived source credibility, perceived message effectiveness, attitude toward the message, attitude toward Pap tests, intention to engage with the videos, and intention to get a Pap test. Doctors were perceived as more credible than peers, and doctor videos were perceived to be more effective than peer videos. Autonomy support interacted with source, such that autonomy-supportive videos delivered by a doctor improved attitude toward the messaging and attitude toward Pap tests. Regardless of the source, autonomy-supportive videos increased intention to engage with the content on social media. As Pap test rates have recently declined among young women in the United States and viewing of Pap test-related videos has skyrocketed on the TikTok platform, short-form social media sites like TikTok may be an effective health communication tool for health professionals.

How to effectively communicate health information on social media depending on the audience's personality traits: An experimental study in the context of organ donation in Germany

ObjectiveThe shortage of organs donated for transplantation is a global concern. Even though increasing awareness can boost organ donation registration rates (thus leading to a higher number of available organ transplants), public organ donation campaigns lack effectiveness and are rarely tailored to audiences. To further enhance the effectiveness of digital health (i.e., organ donation) communication, we assessed the perception of social media organ donation campaign strategies (i.e., transformational, informational, neutral) as a function of personality traits (i.e., Big Five). MethodData was collected through an online experiment with 1000 participants (i.e., German citizens between 18 and 70 years) who were recruited via Facebook and Prolific between Jun–Aug 2022. Perceived message effectiveness of the organ donation posts was measured on a 5-point Likert scale applying the AIDA model and consequently analyzed using multiple regression analyses. ResultsMessaging strategy applied in the social media campaigns served as a predictor for message effectiveness depending on the personality traits of the audience when controlling for demographics and donor status. Extraversion was positively associated with higher message effectiveness of the transformational post while neuroticism showed a significant positive association with informational content. Agreeableness was positively correlated with transformational as well as informational post effectiveness. Furthermore, higher perceived post effectiveness increased the likelihood to sign-up for further organ donation information. ConclusionOur results show that Instagram in Germany is an underleveraged but potentially effective platform to spread organ donation knowledge. Based on our results, we urge public health authorities to revisit and start tailoring their (digital) health (i.e., organ donation) campaigns to audiences (i.e., personality traits) to increase their effectiveness.

The doctor knows or the evidence shows: An online survey experiment testing the effects of source trust, pro-vaccine evidence, and dual-processing in expert messages recommending child COVID-19 vaccination to parents.

Increasing child vaccination rates is a critical step toward mitigating the spread of COVID-19. Both distrust in expert sources and concern about the safety and efficacy of vaccines may contribute to parent vaccine hesitancy. The present study is the first to test the effectiveness of building trust and providing evidence supporting child COVID-19 vaccines in recommendation messages for parents. Based on dual-processing theories, emphasis on source trustworthiness and pro-vaccine evidence may each be particularly effective when the other is not present. It was hypothesized that these two approaches would have main and interaction effects on perceived message effectiveness and pro-vaccine beliefs. A between-subjects 2 (trust-building appeal vs. no trust-building appeal) X 2 (pro-vaccine evidence vs. no pro-vaccine evidence) online survey experiment was conducted in December 2021 and January 2022 with United States parents/guardians of children <18 years old (n = 401). As hypothesized, trust and pro-vaccine evidence each had significant simple main effects on both outcomes. Analysis of variance showed a significant negative interaction effect of trust and pro-vaccine evidence on perceived message effectiveness [F(3, 394) = 6.47; η2 = 0.02, p = 0.002; 95% CI (0.01, 0.11)], supporting the dual-processing hypothesis. The interaction effect on pro-vaccine beliefs was also negative but not significant [F(3, 394) = 2.69; η2 = 0.01; p = 0.102; 95% CI (0.00, 0.03)]. Either highlighting evidence supporting vaccines or building trust in expert sources can influence parent vaccine support. Messages which include strong evidence supporting recommended behaviors may influence recommendation acceptance even among those with lower trust in expert sources and establishing trust may reduce the need to describe available evidence.

A mixed-method study ofperceptions ofcigarette pack inserts among adult smokers from New York andSouth Carolina exposed as part ofa randomized controlled trial.

While many countries require prominent pictorial health warning labels (PHWLs) on the outside of cigarette packs to communicate the harms of smoking, there is evidence that cigarette pack inserts that contain efficacy messages may enhance the effectiveness of PHWLs. The US Food and Drug Administration (FDA) has regulatory authority to communicate with smokers through inserts. While current labeling regulations do not require inclusion of inserts, the FDA could implement them in the future. This study assesses US smokers' perceptions of cigarette package inserts at the conclusion of a two-week randomized trial on cigarette labeling where half of participants were exposed to insert messages (two response-efficacy messages and two self-efficacy messages) in their packs. Participants (n = 359) completed a 30- to 60-min interview with both quantitative and qualitative assessments, including measures of recall and perceived message effectiveness (PME) for specific inserts. Correlates of recall and PME were estimated using mixed-effects regression models. Qualitative responses to PME items were analyzed using thematic analysis. Response-efficacy messages had higher PME and recall than self-efficacy messages. People had diverse responses to the inserts, including that they were positive, thought-provoking, and helpful. Reactions to and perceptions of the inserts indicate potential benefits of integrating efficacy messages into labeling policies.

Comparisons between young adult waterpipe smokers andnonsmokers' reactions to pictorial health warning labels inLebanon: a randomized crossover experimental study.

This study compares the impact of pictorial health warning labels (HWLs) and their placements on waterpipe parts (device, tobacco and charcoal packages) on health communication outcomes between waterpipe smokers and nonsmokers in Lebanon. An online randomized crossover experimental study was conducted among young adults (n = 403, August 2021) who observed three conditions of HWLs: pictorial HWLs on the tobacco package, pictorial HWLs on all waterpipe's parts and text-only HWL on the tobacco package in random order. Participants completed post-exposure assessments of health communication outcomes after each image. Using linear mixed models, we examined the differences in the effect of HWL conditions on several outcomes (i.e.warning reactions) between waterpipe smokers and nonsmokers, controlling for confounders (i.e. age, sex). Nonsmokers reported greater attention (β = 0.54 [95% confidence interval: 0.25-0.82]), cognitive elaboration (0.31 [0.05-0.58]) and social interaction (0.41 [0.18-0.65]) for pictorial HWLs on the tobacco packages than text-only compared with smokers. Pictorial HWLs on three parts versus one part elicited higher cognitive reactions and perceived message effectiveness in nonsmokers compared with waterpipe smokers. These findings provide valuable information for policymakers about the potential of implementing HWLs specific to waterpipes to prevent their use among young adults and limit tobacco-related morbidity and mortality in Lebanon.

U.S. Vietnamese parents' trusted sources of information and preferences for intervention messaging about HPV vaccination: A mixed methods study

ObjectiveAssess trusted sources of information, perceived message effectiveness, and preferred dissemination strategies regarding adolescent HPV vaccination among U.S. Vietnamese parents. MethodsData came from an observational, explanatory sequential mixed-methods study with U.S. Vietnamese parents of adolescents (408 survey participants; 32 interview participants). Surveys and interviews were conducted in both Vietnamese and English. Mixed-methods data were integrated and analyzed for confirmation, expansion, or discordance. ResultsBoth quantitative and qualitative findings confirm high trust in HPV vaccination information from providers, government agencies, and cancer organizations. Messages perceived as effective emphasize vaccine safety, experts' endorsement, importance of vaccination prior to HPV exposure, and preventable cancers. Qualitative findings expanded quantitative results, demonstrating a desire for evidence-based information in the Vietnamese language and addressing cultural concerns (e.g., effectiveness or potential side effects specific to Vietnamese adolescents, whether parents should delay HPV vaccination for Vietnamese adolescents). Quantitative and qualitative findings were incongruent about whether parents would trust information about HPV vaccination that is disseminated via social media. ConclusionWe identified credible messengers, feasible strategies, and elements of impactful messages for interventions to increase adolescent HPV vaccination for U.S. Vietnamese. InnovationWe focus on a high-risk, underserved population and integrate mixed-methods design and analysis.

Examining the Longitudinal Relationship Between Perceived and Actual Message Effectiveness: A Randomized Trial

ABSTRACT We sought to examine the relationship between perceived message effectiveness (PME) and actual message effectiveness (AME) in a 3-week randomized trial of vaping prevention advertisements. Participants were US adolescents (n = 1,514) recruited in 2021. We randomly assigned them to view The Real Cost vaping prevention ads or control videos online. Participants viewed three videos at Visit 1, again at Visits 2 and 3, and completed a survey at each visit that assessed AME (susceptibility to vaping) and two types of PME – effects perceptions (potential for behavioral impact) and message perceptions (potential for message processing). At Visit 4, AME was measured. Compared to control, The Real Cost ads led to improved AME (lower susceptibility to vaping at Visit 4, p < .001). This was anticipated by The Real Cost ads eliciting higher PME ratings (higher effects and message perceptions at Visit 1, both p < .001). Furthermore, PME (both effects and message perceptions) at Visit 1 predicted susceptibility to vaping at Visits 1, 2, 3, and 4 (all p < .001). Finally, effects perceptions fully mediated the impact of The Real Cost ads on susceptibility to vaping (β = −.30; p < .001), while message perceptions only partially mediated the effect (β = −.04; p = .001). Our findings indicate a relationship between PME and AME, especially effects perceptions, and suggest that PME may be useful in message pre-testing to select messages with greater behavior change potential.

Perceived message effectiveness of cigar warning themes among adults in the United States

Most tobacco warnings focus on health harms to the consumer, but other message themes may be promising. We assessed perceived message effectiveness (PME) among adults who smoke cigars for 12 cigar warning statements to discourage smoking, and measured PME across four message themes: explicit health effects to the consumer, secondhand smoke effects, chemicals/constituents, and toxicity. Between April 23 and May 7, 2020, we conducted an online study with U.S. adults who used any cigar type in the past 30 days (n = 777). Participants were randomly assigned to view two out of 12 warnings and rate each one on PME. We analyzed PME mean ratings (range 1 [low] to 5 [high]). The warning statements for lung cancer (M = 3.91) and heart disease (M = 3.77) had the highest PME ratings; secondhand smoke (M = 3.50) and formaldehyde (M = 3.48) had the lowest PME ratings. Multilevel analyses showed that the explicit health effects theme was associated with higher PME ratings compared to other warning themes (ps < 0.05 for chemicals/constituents and secondhand smoke effects) except toxicity (p =.16). Higher awareness of consequences was associated with higher PME ratings (p <.001). Higher nicotine dependence was also associated with higher PME ratings (p = .004). Warning statements with information addressing the themes of health harms and toxicity could potentially inform those who smoke cigars about the broader harms of cigar use and should be considered in FDA labeling regulations for cigars.

Do Vaping Prevention Messages Impact Adolescents and Young Adults? A Meta-Analysis of Experimental Studies

ABSTRACT Vaping prevention messages are widely used to communicate the health harms and addiction risks of vaping and discourage vaping among adolescents and young adults. We conducted a meta-analysis of experimental studies to examine the effects of these messages and to understand their theoretical mechanisms. Systematic, comprehensive searches generated 4,451 references, among which 12 studies (cumulative N = 6,622) met inclusion criteria for the meta-analysis. Across these studies, a total of 35 different vaping-related outcomes were measured, and 14 outcomes assessed in two or more independent samples were meta-analyzed. Results showed that compared to control, exposure to vaping prevention messages led to higher vaping risk perceptions, including harm perceptions (d = 0.30, p < .001), perceived likelihood of harm (d = 0.23, p < .001), perceived relative harm (d = 0.14, p = .036), addiction perceptions (d = 0.39, p < .001), perceived likelihood of addiction (d = 0.22, p < .001), and perceived relative addiction (d = 0.33, p = .015). Also, compared to control, exposure to vaping prevention messages led to more vaping knowledge (d = 0.37, p < .001), lower intentions to vape (d = −0.09, p = .022), and higher perceived message effectiveness (message perceptions; d = 0.57, p < .001; effects perceptions; d = 0.55, p < .001). Findings suggest vaping prevention messages have an impact, yet may operate through different theoretical mechanisms than cigarette pack warnings.

Development and validation of the Alcohol Message Perceived Effectiveness Scale

To assist intervention developers assess the likely effectiveness of messages designed to encourage greater use of protective behavioral strategies, this study developed and tested the Alcohol Message Perceived Effectiveness Scale (AMPES). Recommendations from the message effectiveness literature were used to guide AMPES development. The resulting scale was administered in online surveys at two time points to Australian drinkers aged 18–70 years (3001 at Time 1 and 1749 at Time 2). An exploratory factor analysis identified the presence of two factors (‘effect perceptions’ and ‘message perceptions’) that accounted for 71% of the variance in scores. Internal consistency of scores was good for the overall scale (ω = 0.83) and ‘effect perceptions’ factor (ω = 0.85), but suboptimal for the ‘message perceptions’ factor (α = 0.60). Scores on both factors significantly predicted enactment of protective behavioral strategies. The AMPES appears to be an appropriate tool to assess perceived message effectiveness and assist in the development of public health messages designed to reduce alcohol consumption.

Advocating for Mask-Wearing Across the Aisle: Applying Moral Reframing in Health Communication

ABSTRACT During the COVID-19 pandemic, the United States public polarized along political lines in their willingness to adopt various health-protective measures. To bridge these political divides, we tested moral reframing as a tool for advocating for wearing face masks when audiences vary in their moral priorities. We additionally address a gap in prior moral reframing research by comparing responses to a topic-relevant non-moral appeal. Across two studies, we examined effects on perceived message effectiveness, intentions to wear masks, support for a nationwide mask mandate, and willingness to share messages on social media. We find support for the efficacy of ideology-matched moral arguments and generally find support for the boomerang effect of ideology-mismatched moral arguments. However, these effects were restricted to relatively liberal audiences; politically conservative message recipients did not differentiate between message conditions. We discuss these asymmetric effects and their implications for theory in moral rhetoric.