The value of dignity appeals: evidence from a social media experiment

Abstract In recent decades, activists and leaders of government and nongovernment organizations have increasingly and explicitly called for greater attention to human dignity in their efforts to promote pro-social relations. In this study, we investigate whether appeals to this core human value actually influence how individuals act with regard to those who might be otherwise ignored or neglected. Using the digital advertising platform on Facebook, we randomly assign ads to over 90,000 adult American users to estimate the effects of dignity appeals on their likelihood of engaging with content concerning people facing homelessness or incarceration. Consistent with preregistered hypotheses and specifications, we find that adding dignity appeals increases the likelihood of positive reactions to such ads, but only when the vulnerable are considered less “blameworthy” for their situation.