Putting morality to work: an investigation of moral reframing in the context of safe sex education and COVID-19 boosters

This dissertation examined whether moral reframing could increase support for COVID-19 boosters and safe sex education among conservative Christians, as well as the type of cognitive elaboration such messages elicit. Using a hybrid survey of self-identified Christian conservatives, the findings suggest a potential boundary condition—moral reframing that relies on moral foundation proxies may, in some cases, provoke increased anger and counter-arguing. This study extends our understanding of when moral reframing is suitable for crafting health messages aimed at audiences whose opposition is grounded in moral conviction. Additionally, it raises questions about the effectiveness of using moral foundations as a proxy for moral conviction in the design of morally reframed messages.