{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,31]],"date-time":"2025-10-31T08:07:16Z","timestamp":1761898036392,"version":"build-2065373602"},"reference-count":52,"publisher":"Hogrefe Publishing Group","issue":"6","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Journal of Media Psychology"],"published-print":{"date-parts":[[2025,11]]},"abstract":"<jats:p>\n                    Abstract: The care\/harm moral foundation is a key antecedent of health behavior change, and care-based moral appeals, persuasive messages that integrate the care\/harm foundation with specific health behaviors, have demonstrated effectiveness in health promotion campaigns. However, the role of care-based moral appeals within pictorial warnings (PWs), a widely implemented tobacco control strategy, remains understudied. Moreover, little is known about how smokers from diverse sociocultural backgrounds respond to the same type of care-based moral appeals, particularly in countries that have yet to adopt PWs on cigarette packaging. To address these gaps, this study reports secondary analyses of two randomized multi-message experiments using real-world tobacco control campaign messages ( K\n                    <jats:sub>US<\/jats:sub>\n                    \u00a0=\u00a0319, K\n                    <jats:sub>China<\/jats:sub>\n                    \u00a0=\u00a0510) among American and Chinese smokers ( N\n                    <jats:sub>US<\/jats:sub>\n                    \u00a0=\u00a01,392, N\n                    <jats:sub>China<\/jats:sub>\n                    \u00a0=\u00a02,306). Each participant viewed six PWs randomly selected from a large stimulus pool and rated their perceived message effectiveness, yielding 22,188 total observations. Cross-classified multilevel regression analyses revealed that smokers in both countries perceived shocking care appeals as more effective than non-shocking care appeals and other PWs that did not employ care-based moral appeals. Non-shocking care appeals were also rated more effective than the control category. Significant cross-level two-way interactions emerged between message features (shocking care appeals) and respondents\u2019 care\/harm foundation endorsement, as well as between country and care\/harm foundation. The three-way interaction was non-significant. Our findings underscore the effectiveness of care-based moral appeals in tobacco control campaigns and contribute to theoretical inquiries in message effects research from global and comparative perspectives\n                  <\/jats:p>","DOI":"10.1027\/1864-1105\/a000495","type":"journal-article","created":{"date-parts":[[2025,10,31]],"date-time":"2025-10-31T07:01:40Z","timestamp":1761894100000},"page":"344-355","source":"Crossref","is-referenced-by-count":0,"title":["Care-Based Moral Appeals in Pictorial Tobacco Control Messages"],"prefix":"10.1027","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0617-4787","authenticated-orcid":true,"given":"Thomas H.","family":"Zhang","sequence":"first","affiliation":[{"name":"School of Journalism and Mass Communication, University of Wisconsin\u2013Madison, Madison, WI, USA"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-0185-1912","authenticated-orcid":true,"given":"Xiaohui","family":"Cao","sequence":"additional","affiliation":[{"name":"School of Journalism and Mass Communication, University of Wisconsin\u2013Madison, Madison, WI, USA"}]},{"ORCID":"https:\/\/orcid.org\/0009-0003-7993-5609","authenticated-orcid":true,"given":"Yidi","family":"Wang","sequence":"additional","affiliation":[{"name":"Department of Communication, University of California, Santa Barbara, CA, USA"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8461-0954","authenticated-orcid":true,"given":"Jiaying","family":"Liu","sequence":"additional","affiliation":[{"name":"Department of Communication, University of California, Santa Barbara, CA, USA"}]},{"given":"Shiwen","family":"Wu","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Wuhan University, PR China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4209-9881","authenticated-orcid":true,"given":"Sijia","family":"Yang","sequence":"additional","affiliation":[{"name":"School of Journalism and Mass Communication, University of Wisconsin\u2013Madison, Madison, WI, USA"}]}],"member":"101","reference":[{"key":"c1","doi-asserted-by":"publisher","DOI":"10.1038\/s41562-017-0256-5"},{"key":"c2","doi-asserted-by":"publisher","DOI":"10.1037\/pspp0000470"},{"key":"c3","unstructured":"Bandura, A. (2014). Social cognitive theory of moral thought and action. In W. M. Kurtines, & J. L. Gewirtz (Eds.),\n                      Handbook of moral behavior and development\n                      (Vol. 1, pp. 45\u2013103). Psychology Press."},{"key":"c4","doi-asserted-by":"publisher","DOI":"10.1080\/03637751.2012.739706"},{"key":"c5","doi-asserted-by":"publisher","DOI":"10.4324\/9780203707463"},{"key":"c6","unstructured":"Chinese Center for Disease Control and Prevention. 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(2019).\n                      Morality in tobacco control messaging\n                      :\n                      Effects of moral appeals on persuasion and retransmission\n                      (Doctoral dissertation). University of Pennsylvania."},{"key":"c49","doi-asserted-by":"publisher","DOI":"10.1093\/hcr\/hqy004"},{"key":"c50","doi-asserted-by":"publisher","DOI":"10.1080\/19312458.2023.2230866"},{"key":"c51","unstructured":"Zhang, T. H. (2025, August 4). Care-based moral appeals in pictorial tobacco control messages: A cross-cultural comparison of American and Chinese smokers using real-world campaign messages [Code, Data, Materials]. https:\/\/osf.io\/tywja"},{"key":"c52","doi-asserted-by":"publisher","DOI":"10.1177\/20594364211045568"}],"container-title":["Journal of Media Psychology"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/econtent.hogrefe.com\/doi\/pdf\/10.1027\/1864-1105\/a000495","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,31]],"date-time":"2025-10-31T07:01:55Z","timestamp":1761894115000},"score":1,"resource":{"primary":{"URL":"https:\/\/econtent.hogrefe.com\/doi\/10.1027\/1864-1105\/a000495"}},"subtitle":["A Cross-Cultural Comparison of American and Chinese Smokers Using Real-World Campaign Messages"],"short-title":[],"issued":{"date-parts":[[2025,11]]},"references-count":52,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2025,11]]}},"alternative-id":["10.1027\/1864-1105\/a000495"],"URL":"https:\/\/doi.org\/10.1027\/1864-1105\/a000495","relation":{},"ISSN":["1864-1105","2151-2388"],"issn-type":[{"value":"1864-1105","type":"print"},{"value":"2151-2388","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,11]]}}}