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Abstract
Background: Democrats and Republicans in the United States were divided on their COVID-related risk perceptions and their adoption of preventive measures (e.g., getting vaccinated). Based on moral foundations theory and the matching hypothesis, this study hypothesized that parents with a Democratic affiliation would be persuaded by messages featuring a harm/care or a fairness moral appeal, whereas parents with a Republican affiliation would be persuaded by messages featuring an authority or ingroup loyalty appeal.
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