Advocating for Mask-Wearing Across the Aisle: Applying Moral Reframing in Health Communication.

During the COVID-19 pandemic, the United States public polarized along political lines in their willingness to adopt various health-protective measures. To bridge these political divides, we tested moral reframing as a tool for advocating for wearing face masks when audiences vary in their moral priorities. We additionally address a gap in prior moral reframing research by comparing responses to a topic-relevant non-moral appeal.