期刊
PSYCHOLOGICAL SCIENCE
卷 33, 期 3, 页码 433-449出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/09567976211040803
关键词
persuasion; moral conviction; moralization; de-moralization; compromise; open data; open materials; preregistered
Moral framing and reframing strategies can persuade people with moralized attitudes, but they can also further moralize attitudes and reduce willingness to compromise. Anger and disgust may drive moralization, while perceiving financial costs can drive demoralization.
Moral framing and reframing strategies persuade people holding moralized attitudes (i.e., attitudes having a moral basis). However, these strategies may have unintended side effects: They have the potential to moralize people's attitudes further and as a consequence lower their willingness to compromise on issues. Across three experimental studies with adult U.S. participants (Study 1: N = 2,151, Study 2: N = 1,590, Study 3: N = 1,015), we used persuasion messages (moral, nonmoral, and control) that opposed new big-data technologies (crime-surveillance technologies and hiring algorithms). We consistently found that moral frames were persuasive and moralized people's attitudes, whereas nonmoral frames were persuasive and de-moralized people's attitudes. Moral frames also lowered people's willingness to compromise and reduced behavioral indicators of compromise. Exploratory analyses suggest that feelings of anger and disgust may drive moralization, whereas perceiving the technologies to be financially costly may drive de-moralization. The findings imply that use of moral frames can increase and entrench moral divides rather than bridge them.
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