Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Psychology
Moral Matching: Strategic Messaging To Overcome Barriers To Persuasion, Tess M. Buckley
Moral Matching: Strategic Messaging To Overcome Barriers To Persuasion, Tess M. Buckley
Communication (PhD) Dissertations
Persuasive messages are often met with resistance. Message fatigue is a unique motivational state caused by excessive exposure to redundant messages, which leads to active and passive resistance towards persuasive messages. The consequences of active and passive resistance are particularly harmful when directed towards messages intended to assist individuals in making health decisions. This dissertation investigated a message framing strategy, moral matching, to combat message fatigue resistance in the context of COVID-19. Guided by message fatigue and moral foundation theory literature, there were three main purposes of this dissertation. The first purpose was to identify what features of COVID-19 health …