The Effects of Morally Reframed Messages on White Individuals' Attitudes Toward White Privilege

Many White Americans are unaware of or tend to deny the existence of White privilege. One potential explanation for this denial is the belief that America functions as a meritocracy. Prior research suggests that morally reframed messages can change individuals' beliefs when the reframed messages align with their personal moral values. Contributing to the literature on morally reframed messages, the current pair of studies challenged individuals' beliefs about meritocracy in order to promote their awareness of White privilege. After demonstrating that morally reframed messages about America as a meritocracy can meaningful reflect five distinct moral foundations (i.e., Harm/Care, Fairness/Reciprocity, Loyalty/Betrayal, Authority/Respect, Purity/Sanctity), the current studies revealed that individuals who endorsed the moral values of Authority/Respect, Loyalty/Betrayal, and Purity/Sanctity (the binding foundations) reported stronger beliefs in meritocracy and less awareness of White privilege, whereas individuals who endorsed the moral values of Harm/Care and Fairness/Reciprocity (individualizing foundations) reported weaker beliefs in meritocracy and greater awareness of White privilege (Studies 1 and 2). Although the morally reframed messages promoted individuals' White privilege awareness compared to a control message (Study 2), the effectiveness of the messages was not enhanced when the messages aligned with individuals' moral values (Studies 1 and 2). The current pair of studies is the first to examine if individuals' endorsement of the five moral foundations can be used to change their beliefs about White privilege.