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Evidence continues to mount that political sensibilities are, in part, determined by biology. These inborn sensibilities create our "moral foundations." It's the idea that people have stable, gut-level morals that influence their worldview. The liberal moral foundations include equality, fairness, and protection of the vulnerable. Conservative moral foundations are more stalwart: They favor in-group loyalty, moral purity, and respect for authority.
Politicians intuitively use moral foundations to excite like-minded voters. Conservative politicians know phrases like "take our country back" get followers' hearts beating. What moral foundations theory tells us, however, is that these messages don't translate from one moral tribe to the other. "You’re essentially trying to convince somebody who speaks French of some position while speaking German to them,” says Willer. "And that doesn’t resonate."
Read full, original post: How to argue better, according to science