This study examined the psychological mechanisms underlying the persuasive effects of moral reframing—matching message content to recipients’ core moral foundations—by focusing on processing fluency, message processing depth, and self-affirmation as mediators. An online experiment conducted in South Korea demonstrated that, across two policy issues, moral reframing promoted processing fluency and self-affirmation, thereby enhancing the perceived persuasiveness of policy advocacy messages. Furthermore, self-affirmation increased support for policies advocated by the messages. However, the depth of message processing did not differ between participants who read messages aligned with their moral foundations and those exposed to mismatched messages. In sum, the results suggest that moral reframing enhances persuasion by facilitating reflection on positive self-aspects and intuitive processing, rather than by encouraging deeper processing of the messages.

中文翻译：

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道德重塑如何增强政治说服力：处理流畅性和自我肯定的作用


本研究通过关注处理流畅性、消息处理深度和作为中介的自我肯定，研究了道德重构说服效果背后的心理机制——将消息内容与接收者的核心道德基础相匹配。在韩国进行的一项在线实验表明，在两个政策问题上，道德重构促进了处理流畅性和自我肯定，从而增强了政策倡导信息的说服力。此外，自我肯定增加了对信息所倡导的政策的支持。然而，在阅读符合其道德基础的信息的参与者和接触不匹配信息的参与者之间，信息处理的深度没有差异。总之，结果表明，道德重构通过促进对积极自我方面的反思和直觉处理来增强说服力，而不是通过鼓励对信息进行更深入的处理。