International Moral Psychology (IMP): Andy Luttrell

Moralized Attitudes: Strong or Susceptible to Change?


Moral convictions are often characterized as rigid and the root of intractable conflict. In this talk, I present research testing these assumptions. First, in some cases, moralizing an attitude can make it more resistant to persuasion and endure more over time. However, I propose the moral matching hypothesis: whereas moralized attitudes resist change in the face of many challenges, they can be especially susceptible to change in the face of moral arguments. I present several studies supporting moral matching for various topics, including health communication during the COVID-19 pandemic. Finally, I share new work on other ways moral matching can shape persuasion and boundary conditions for the effect.

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