Messaging That Resonates With Conservatives

Lab study: Obedience to authority, defending purity, patriotism, and perception message comes from in-group
- Presented pro-environment messages in different ways. Either appeal to compassion
- Conservatives more likely to be persuaded of environmental message if protecting the natural environment was portrayed as a matter of following example of religious or political leaders, defending the purity of nature, and demonstrating one's patriotism to the United States.
- However, attitude change was mediated by perceptions that the moral frame came from the ingroup.
- Liberals did not differ across conditions.

In-group loyalty
- Conservatives more attuned to threat/disgust.
- Liberals more open to new experience.
- People's liberalness/conservativeness can be modified - more threat = more conservative, less threat = less conservative.
- For liberals fairness = more equal division. For Conservatives fairness = more proportionate division according to deservedness.

- What is the role of cognitive load?
- What is the role of separation intellectual distinction between seeing something is disgusting, or seeing something is ethically wrong.
- Is there an interaction here between abstract thinking, threat/disgust attunement.
- If we divided people into four groups based on two dimensions: high/low abstraction, high/low disgust attunement. Could you predict… low abstraction, high disgust = conservative, high abstraction, high disgust = moderate, low abstraction/low disgust = moderate, high abstraction, low disgust = liberal.

Threat causes liberals to think like conservatives

Low effort thought promotes conservative analysis
- Either alcohol, time pressure, or exogenous cognitive load increases conservative leaning analysis of issues.
Low IQ in childhood is associated with conservative ideology in adulthood
Poor abstract-reasoning skills predict antihomosexual prejudice

Interesting graph of moral foundations