Abstract
In setting the stage for Moral Foundations Theory (MFT), Jon Haidt (2004) identified five foundations of intuitive ethics: 1) harm/care; 2) fairness/reciprocity; 3) ingroup/loyalty; 4) authority/respect; 5) and purity/sanctity. Each foundation could have implications for the content of marketing messages, but this research is the first attempt to test those implications in specific markets with specific products. This research explores the practical, promotional uses of John Haidt’s Moral Foundation Theory. Haidt’s work shows a strong relationship between his moral foundations and political orientation. Since marketers can readily get political data at the county level in the United States, these foundations offer some guidance for crafting promotional messages.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2012.030203
Publication Date
12-2012
Recommended Citation
LeMay, Steve, Coleman, James, and McMahon, Dave (2012). Moral foundation theory and marketing. Journal of Applied Marketing Theory, 3(2), 36-51. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol3/iss2/3