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Related Concept Videos

Framing Effects03:26

Framing Effects

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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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Moral reframing increases support for economically progressive candidates.

Jan G Voelkel1, Joseph S Mernyk1, Robb Willer1

  • 1Department of Sociology, Stanford University, 450 Serra Mall, Bldg. 120, Stanford, CA 94305, USA.

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Summary

Progressive candidates can increase voter support by framing economic policies using "binding" values like patriotism and tradition, rather than "individualizing" values. This strategy broadens appeal beyond the progressive base, boosting support among conservatives and moderates.

Keywords:
economic policyframingmoral psychologypersuasionpolitical psychology

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Area of Science:

  • Political Science
  • Social Psychology

Background:

  • Economically progressive candidates in the U.S. often struggle to win elections.
  • Redistributive policies aimed at reducing inequality face challenges in gaining broad electoral support.

Purpose of the Study:

  • To investigate whether framing progressive economic policies using different value systems can enhance candidate support.
  • To determine if appeals to "binding" moral foundations increase support for progressive candidates.

Main Methods:

  • Two experiments were conducted with a total of 4,138 participants, including a nationally representative sample.
  • Participants were exposed to a presidential candidate whose platform was framed using either "binding" (e.g., patriotism, tradition) or "individualizing" (e.g., equality, social justice) moral values.
  • Candidate support was measured, and platform progressivity was also manipulated in some conditions.

Main Results:

  • Framing a progressive economic platform with "binding" values significantly increased candidate support compared to framing with "individualizing" values.
  • The increase in support was particularly notable among conservatives and moderates.
  • Manipulating the progressivity of the platform itself had minimal and inconsistent effects on support.

Conclusions:

  • Progressive candidates can broaden their electoral coalitions by strategically framing their policy platforms around values that resonate with a wider audience.
  • Appeals to "binding" moral values, though effective, are underutilized by progressive candidates.
  • The alignment between candidate messaging and voter values is adaptable, offering a pathway for increasing the success of progressive economic agendas.