Can moral framing drive insurance enrollment in the United States?
During the 2021 Open Enrollment period the research team tested four different message types in advertisements to enroll in health insurance, that included economic self-interest (the control), helping others, helping community, and responsibility. Ads with messaging around helping others, helping community, and responsibility had higher click-through-rates than the control message when in the English language. Results varied in Spanish language ads, with an increase over the control message for ads around helping community, but lower click-through-rates for ads with messaging around helping others or responsibility. These results show that ads with moral framing may lead to more Americans signing up for health insurance.