Pursade people by arguing using their values

In The Simple Psychological Trick to Political Persuasion Olga Khazan reports on research that shows the best way to persuade people with a different political outlook is to frame your argument to suit their values.

Feinberg and his co-author, Stanford University sociologist Robb Willer, have extensively studied how it is that liberals and conservatives—two groups that now seem further apart than ever on their policy preferences—can convert people from the other side to their way of seeing things. One reason this is so hard to do, they explain, is that people tend to present their arguments in a way that appeals to the ethical code of their own side, rather than that of their opponents.

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In a later study that’s currently under review, Feinberg and Tilburg University’s Jan Völkel found this even worked to get conservatives to dislike Donald Trump, and liberals to disavow Hillary Clinton. Conservatives were less likely to support Trump if arguments against him were presented in terms of his patriotism— “has repeatedly behaved disloyally towards our country to serve his own interests”—rather than a tendency to overlook the marginalized (“his unfair statements are a breeding ground for prejudice.”) Liberal participants, meanwhile, were more likely to be swayed by Clinton’s ties to Wall Street than by the incident in Benghazi.