Moral reframing increases support for economically progressive candidates

Economically progressive candidates—candidates who champion redistributive policies designed to reduce inequality—rarely win elections in the United States. Here, we propose that progressive candidates achieve greater support by framing their policy platforms in terms of values that resonate beyond their progressive base. In two experiments (total N = 4,138), including one preregistered experiment conducted on a nationally representative probability sample, we found that a presidential candidate who framed his progressive economic platform using values consistent with the “binding” moral foundations—e.g. patriotism, family, and respect for tradition—as opposed to values consistent with the “individualizing” foundations, e.g. equality and social justice, received significantly stronger support. This effect was driven by increased support among conservatives and, unexpectedly, moderates as well. By comparison, a manipulation of how progressive the candidate's platform was had small and inconsistent effects. Despite the potential gains associated with binding framing, analyses using presidential candidates’ debate speeches reveal that appeals to binding values are least common among progressive candidates. These findings show, however, that the alignment between values and candidate support is malleable, suggesting economically progressive candidates can build broader coalitions by reframing the values they associate with their platforms.