The effectiveness of value-based messages to engage gun owners on firearm policies: a three-stage nested study

Although gun owners overwhelmingly support violence prevention policies, they are hesitant to speak up publicly to advocate for these policies. We tested a series of communication messages on gun owners' level of support for various firearm violence prevention policies and on their willingness to engage in gun violence prevention advocacy.

We conducted three consecutive experiments, testing a total of thirteen messages on a sample of gun owners over 18 years old who live in the U.S. The first was a random experiment, the second a quasi-experiment, and the third a randomized control trial. The goal of having these varied methods was to develop messages applicable to different contexts with different levels of information about the audience.

The most effective message was a script showing respect for gun owners' decisions to purchase a firearm and proposing a balanced policy roadmap to end gun violence, which led to an increase in gun owner's willingness to engage in eight different advocacy activities. We also found a value-based message conveying loyalty to increase support for domestic violence related prohibitions and willingness to engage in advocacy for gun violence prevention policies.

Public health professionals need to develop communication strategies that are aligned with gun owners' values and that affirm respect for gun culture and for gun owners' decisions to own a gun.