Moral reframing of messages about mask-wearing during the COVID-19 pandemic.

ABSTRACT: When communicating about political issues, messages targeted to resonate with the core values of the receiver may be effective, an approach known as moral reframing. During the COVID-19 pandemic, we tested the relationships between moral values and mask-wearing in a sample (N = 540) of self-identified liberals, conservatives, and moderates in the United States. Anti-mask attitudes were stronger in conservatives, and were associated with increased concerns for in-group loyalty, national identity, and personal liberty. We then crafted messages about the benefits of mask-wearing framed to resonate with these moral concerns, and in a pre-registered study of N = 597 self-identified U.S. conservatives, tested the effect of moral reframing on anti-mask attitudes and behaviors. Messages framed in

SUBMITTER: Kaplan JT 

PROVIDER: S-EPMC10287646 | biostudies-literature | 2023 Jun

REPOSITORIES: biostudies-literature