Week 8: Communication: Think Like a Marketer (by using Haidt's Moral Taste Buds Tool)
Class Held In Person
Learning Objectives
Objective 2: Anticipate the central role of intuitive psychological processing in human judgement and behaviour.
Objective 3: Anticipate how a person’s value system informs their interpretation of evidence, along with their support for, or opposition to, knowledge to action (K2A) initiatives.
Objective 8A: Use communication tactics from story telling and marketing to entice people to join your K2A initiative, and act on your theory of change. Specifically, you will learn to: Create messaging that aims to attract supportive, intuitive responses from target audiences by engaging with their priority values (per Haidt’s moral taste buds).
Field Guide Tool on which we focus: Haidt's moral taste buds
Haidt, Jonathan. 2012. The Righteous Mind: Why Good People Are Divided by Politics and Religion. New York: Pantheon Books, “Part 2: There’s More to Morality than Harm and Fairness,” pp. 93-186 (chapters 5-8). (see the Video below for guidance on how to read this section efficiently).
Robert Wood Johnson Foundation. 2010. “A New Way to Talk about the Social Determinants of Health. Princeton, NJ: Robert Wood Johnson Foundation.” Available at: http://www.rwjf.org/content/dam/farm/reports/reports/2010/rwjf63023 Links to an external site. Accessed August 22, 2018
Videos
Lesson Plan
- Students come ready to discuss the readings.
- Key questions:
- What are the moral taste buds? What are their implications for KT and public health communication?
- How do insights from the Robert Wood Johnson Foundation publication align with, or deviate from, Haidt's discussion of Moral Taste Buds
- Key questions:
- I do: PK shares examples of Gen Squeeze message testing from Summer 2023 ad experiments. Let's consider these three short videos: Squeezed Links to an external site. Mess Links to an external site. Fading Dreams Links to an external site.. Each video is guided by a different "moral taste bud." Can you identify which ones?
- We do: Let’s examine BC Corner, Lisa Lapointe's, CBC interview Links to an external site. about record number of deaths from toxic drugs. Is she sensitizing any moral taste buds? If so, which ones? What alternate messaging might she have used to sensitize other moral taste buds?
- You do: Submit an Online Discussion Post: How much relevance do you believe that the moral taste buds have for public health messaging? Are there risks that public health relies too heavily on the care/harm taste bud? Should other taste buds be elevated in public health programming and messaging? Why? (Pass/Fail. 1/5 of 15% Online Discussion Grade). Marked by TA.