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Messages that speak to conservatives' morals narrow partisan gap on environment
Date:12/10/2012

ying the text were of a forest with tree stumps, a barren coral reef, and drought-cracked land, which are more typical of the visuals promoted by pro-environmental groups.

The purity/sanctity-themed article stressed how pollution has contaminated Earth and people's bodies, and argued for cleaning up and purifying the environment. To enhance those themes and elicit disgust, the accompanying images showed a person drinking filthy water, a city under a cloud of pollution, and a forest full of garbage. The neutral article talked about the history of neckties.

Participants were then asked to rate how strongly they felt certain emotions, including disgust, in response to what they'd read. Next, they reported how strongly they agreed or disagreed with such statements as "It is important to protect the environment," "I would support government legislation aimed at protecting the environment," and 'I believe humans are causing global warming."

Overall, the study found that the purity-themed message inspired conservatives to feel higher levels of disgust, which in turn increased their support for protecting the environment.


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Contact: Anna Mikulak
amikulak@psychologicalscience.org
202-293-9300
Association for Psychological Science
Source:Eurekalert

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