Personalizing Moral Reframing in Interpersonal Conversation: A Field Experiment

Organizations in the contemporary United States face substantial challenges with persuading citizens and moving them to take action. Prior research finds that citizens’ views can be changed strengthened using frames consistent their moral values. However, it difficult for organizations tailor appeals individuals’ values given difficulty predicting which matter citizens. We present a preregistered field experiment canvassers Planned Parenthood of Northern New England (n=52) sought overcome this challenge by listening individual voters’ (n=1,034) then tailoring those In contrast an earlier study finding no impact long-form canvassing on abortion attitudes, we find these conversations had large effects interest taking action some evidence changes policy attitudes. This provides template practitioners researchers build on.