https://www.eurekalert.org/pub_releases/2020-09/aera-ccm091020.php
News Release 10-Sep-2020
American Educational Research Association
Washington, September 10, 2020--The effectiveness of educational content aimed at correcting misconceptions about the risks, transmission, and prevention of Covid-19 is largely influenced by a person's prevailing moral values, according to a new study published today in Educational Researcher, a peer-reviewed journal of the American Educational Research Association.
Study authors Gregory Trevors and Melissa Duffy, both of the University of South Carolina, found that people with strong moral concerns for the well-being of individuals were more likely to update their existing Covid-19 beliefs when presented with new information. Conversely, people who place strong moral value on protecting group cohesion and people who value protecting individual freedoms were more likely to reject new information and maintain Covid-19 misbeliefs. The three moral orientations examined are commonly associated with, respectively, liberal, conservative, and libertarian ideologies, according to the authors.
"Our results indicate that messages relaying basic facts about Covid-19 risks and prevention may be rejected by individuals when they are perceived to conflict with strongly held moral values," said Trevors, an assistant professor of educational psychology and research. "Perceived conflicts between public health messages and moral values evoke negative emotions, such as doubt, anger, or confusion, which spark cognitive disbelief and rejection of new information."
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