"We Are All in This Together": Which Memorable Moral Messages Guided Student Responses to the COVID-19 Pandemic?

The COVID-19 pandemic has revealed lessons about the moral bases of student compliance with pandemic health messaging, which is a vital concern for educational institutions where students learn and live in close proximity. Existing theoretical and empirical work suggests that audiences may be receptive when prescribed behavior aligns with memorable moral messages (MMM) received from family members or other valued sources. We report the results of two studies that examined the nature of MMM that students found relevant in the fall of 2020 and the moral values they appeared to invoke.