Study 1 - Within M&R

This page presents individual message comparisons from Study 1, contrasting left framed with right framed Morals & Reasoning (M & R) messages from the same issue area (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To test for repeated measures (RM) moderation effects of political orientation (interaction with message framing), we ran moderation analysis in two-instance repeated measures designs (Montoya, 2019). If the regression coefficient of political orientation was statistically significant, moderation/interaction was confirmed (as it predicted differences in Perceived Argument Strength between left and right framing). In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we conducted an ANCOVA and a paired t-test, instead, to examine the main effect of message framing.

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms

Left Framed M & R

Switzerland benefits from a more plant-based diet.

More plant-based food and a lower, more targeted demand for meat would result in fewer animals being kept for our meat consumption. This in turn would mean that fewer animals would have to endure physical and psychological suffering, for example due to cramped conditions and the negative side effects of being bred to produce the highest possible yield of meat (e.g. injuries caused by their excessive body weight). Ultimately, this also means that fewer animals are killed for our food before they reach their natural lifespan.

A more plant-based food system is a development towards a more caring and compassionate food system.

Right Framed M & R

Switzerland benefits from a more plant-based diet.

With a greater proportion of plant-based food and a lower, more targeted demand for meat, we reduce the number of large industrial farms we need for meat production. Such farms compete with our venerable family farms and stand in contradiction to the traditional image of Switzerland. In addition, these high-performance farms usually keep highly bred breeds under unnatural conditions and artificially inseminate them. Such breeds hardly resemble their ancient counterparts.

A more plant-based food system is a development towards a more traditional and natural food system.

Model Output

RM Moderation Output
Political Orientation-0.214 ***
(p = 0.000, SE = 0.046, CI [-0.304, -0.124])  
N338        
R2adj0.059    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
5.40
8.93

Plot

Row

Inconsistency in Society

Left Framed M & R

Switzerland benefits from a more plant-based diet.

By consuming more plant-based food instead of meat, we reduce the injustice in the treatment of animals. In the current system, we categorize some animals as mere livestock and therefore treat them as commodities to be processed into meat in large quantities as quickly as possible. In comparison, we keep other animals as pets and give them more extensive rights. This discrimination on the basis of species is unjustified and unfair, because farm animals are also sentient beings and therefore have interests that we should protect more strongly.

A more plant-based food system is a development towards a fairer and more sincere food system.

Right Framed M & R

Switzerland benefits from a more plant-based diet.

By that, we are returning to the lifestyle and values of our ancestors. Our grandparents and the generations before them got by with far less meat and had a more respectful and modest approach to this food. By following their example again and consuming more plant-based foods, we are going back to time-honored practices.

A more plant-based food system is a development towards a more traditional and honorable food system.

Model Output

RM Moderation Output
Political Orientation-0.278 ***
(p = 0.000, SE = 0.050, CI [-0.376, -0.179])  
N338        
R2adj0.081    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
4.28
5.99

Plot

Row

Food Security

Left Framed M & R

Switzerland benefits from a more plant-based diet.

This promotes fairer distribution of food. The production of meat requires a lot of agricultural resources such as animal feed, water, and land. These resources are often in short supply in Switzerland and worldwide. Resource shortages disadvantage poorer classes/regions in particular and lead to (sometimes violent) conflicts due to the low availability and high prices of food or water. By contrast, a more plant-based food supply usually requires fewer resources and thus helps to prevent such problems.

A more plant-based food system is a development towards a fairer food system that promotes peace.

Right Framed M & R

Switzerland benefits from a more plant-based diet.

This allows us to strengthen our national independence. In Switzerland, a large proportion of arable land is used purely to produce feed for livestock. At the same time, we import additional feed from abroad. However, converting these resources into meat via animals is very inefficient. Switzerland could increase its food security by growing more plant-based food for human consumption rather than for livestock. This would make our food system less dependent on unreliable international supply chains that can be disrupted by global crises.

A more plant-based food system is a development towards a sovereign food system that keeps our country strong.

Model Output

RM Moderation Output
Political Orientation-0.310 ***
(p = 0.000, SE = 0.043, CI [-0.393, -0.226])  
N338        
R2adj0.133    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
2.91
3.68

Plot

Row

Environmental Protection

Left Framed M & R

Switzerland benefits from a more plant-based diet.

In this way, we are helping to reduce the impending damage caused by climate change. The intensive production of meat is responsible for a significant proportion of greenhouse gas emissions. These gases are the main cause of climate change. Climate change makes extreme weather phenomena more likely, e.g. droughts, floods and storms, which cause destruction and suffering around the world. Consuming more plant-based foods helps to improve our carbon footprint and therefore helps to protect against these impacts.

A more plant-based food system is a development towards a more caring food system that helps save the climate.

Right Framed M & R

Switzerland benefits from a more plant-based diet.

In this way, we are helping to preserve Switzerland’s natural beauty. The high production of meat leads to our homeland being polluted and damaged. Intensive livestock farming releases substances that pollute our waters and contaminate our soils, leading to the loss of local biodiversity. In addition, the greenhouse gases released by livestock contribute to climate change. This leads to rising temperatures and thus to the disappearance of our glaciers. We need to prevent this by eating more environmentally friendly plant-based foods, out of loyalty to our homeland.

A more plant-based food system is a development towards a cleaner food system that preserves Swiss nature.

Model Output

RM Moderation Output
Political Orientation-0.191 ***
(p = 0.000, SE = 0.038, CI [-0.266, -0.115])  
N338        
R2adj0.066    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
5.09
7.95

Plot

Row

Public Health

Left Framed M & R

Switzerland benefits from a more plant-based diet.

Current eating habits lead to negative consequences. A high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer; diseases that cause great suffering for those affected and their loved ones. In addition, intensive meat production can give rise to new diseases that can be transmitted to humans. These would endanger people who are already vulnerable and further impair the healthcare system. With a healthier, more plant-based food system, we can promote our well-being and reduce the high healthcare costs that place an unequal burden on socially disadvantaged households via health insurance premiums.

A more plant-based food system is a development towards a more solidary food system that preserves the health of all.

Right Framed M & R

Switzerland benefits from a more plant-based diet.

The large quantities of meat we produce are a risk to national health. The conditions on large farms (many genetically similar animals in a confined space) make this place an ideal breeding ground for diseases, some of which are also infectious to humans. The excessive use of antibiotics in some places also carries the risk of treatment-resistant pathogens developing. Meat also increases the risk of cardiovascular disease, diabetes and cancer. By focusing more on plant-based foods, we reduce communicable and non-communicable diseases in Switzerland.

A more plant-based food system is a development towards a healthier and purer food system.

Model Output

RM Moderation Output
Political Orientation0.046  
(p = 0.251, SE = 0.040, CI [-0.033, 0.124])
N338      
R2adj0.001  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 336 89.216 0.000 * 0.170
Message_Framing 1 336 5.112 0.024 * 0.003
Political_Orientation:Message_Framing 1 336 1.320 0.251 0.001
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Left Framing Right Framing 338 338 -2.26 337 0.024 0.024
Effect Size
Cohen’s d -0.12
Message DV N Mean SD
Left Framing PAS 338 3.24 1.16
Right Framing PAS 338 3.37 1.14

Plot

Study 2 - Within MO

This page presents individual message comparisons from Study 2, contrasting left framed with right framed Morals only (MO) messages from the same issue area (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To test for repeated measures (RM) moderation effects of political orientation (interaction with message framing), we ran moderation analysis in two-instance repeated measures designs (Montoya, 2019). If the regression coefficient of political orientation was statistically significant, moderation/interaction was confirmed (as it predicted differences in Perceived Argument Strength between left and right framing). In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we conducted an ANCOVA and a paired t-test, instead, to examine the main effect of message framing.

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms

Left Framed MO

A more plant-based food system is a development towards a more caring and compassionate food system for animals.

Right Framed MO, Version 1

A more plant-based food system is a development towards a more traditional food system that strengthens our venerable family farms.

Model Output

RM Moderation Output
Political Orientation-0.209 ***
(p = 0.000, SE = 0.050, CI [-0.307, -0.111])  
N307        
R2adj0.051    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
7.31
14.86

Plot

Row

Industrial Animal Farms

Left Framed MO

A more plant-based food system is a development towards a more caring and compassionate food system for animals.

Right Framed MO, Version 2

A more plant-based food system is a development towards a more natural and less artificial food system.

Model Output

RM Moderation Output
Political Orientation-0.104 *
(p = 0.048, SE = 0.052, CI [-0.208, -0.001])
N307      
R2adj0.010  
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
7.80
852.83

Plot

Row

Inconsistency in Society

Left Framed MO

A more plant-based food system is a development towards a more honest and just food system for animals.

Right Framed MO

A more plant-based food system is a development towards a more traditional food system that honors time-honored practices again.

Model Output

RM Moderation Output
Political Orientation-0.182 ***
(p = 0.001, SE = 0.053, CI [-0.286, -0.077])  
N307        
R2adj0.034    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
7.41
19.13

Plot

Row

Food Security

Left Framed MO

A more plant-based food system is a development towards a food system that is fairer for disadvantaged people and promotes peace.

Right Framed MO

A more plant-based food system is a development towards a sovereign, independent food system that keeps our country strong.

Model Output

RM Moderation Output
Political Orientation-0.196 ***
(p = 0.000, SE = 0.049, CI [-0.292, -0.099])  
N307        
R2adj0.046    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
2.41
3.92

Plot

Row

Environmental Protection

Left Framed MO

A more plant-based food system is a development towards a more careful food system that contributes to saving the climate.

Right Framed MO

A more plant-based food system is a development towards a cleaner food system that preserves the beauty of Swiss nature.

Model Output

RM Moderation Output
Political Orientation-0.215 ***
(p = 0.000, SE = 0.050, CI [-0.313, -0.117])  
N307        
R2adj0.054    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
6.47
12.27

Plot

Row

Public Health

Left Framed MO

A more plant-based food system is a development towards a more socially solidary food system that preserves the health of all.

Right Framed MO

A more plant-based food system is a development towards a healthier and hygienically purer food system.

Model Output

RM Moderation Output
Political Orientation-0.138 **
(p = 0.002, SE = 0.045, CI [-0.227, -0.050]) 
N307       
R2adj0.027   
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
2.48
4.72

Plot

Study 2 - Within RO

This page presents individual message comparisons from Study 2, contrasting originally left framed with originally right framed Reasoning only (RO) messages from the same issue area (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To test for repeated measures (RM) moderation effects of political orientation (interaction with message framing), we ran moderation analysis in two-instance repeated measures designs (Montoya, 2019). If the regression coefficient of political orientation was statistically significant, moderation/interaction was confirmed (as it predicted differences in Perceived Argument Strength between left and right framing). In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we conducted an ANCOVA and a paired t-test, instead, to examine the main effect of message framing.

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms

Originally Left Framed RO

In a more plant-based food system, fewer animals would have to be kept and slaughtered under questionable conditions for our meat consumption.

Originally Right Framed RO, Version 1

A more plant-based food system with a lower, more targeted demand for meat would reduce the number of large industrial farms needed for meat production. Such farms compete with small farms.

Model Output

RM Moderation Output
Political Orientation-0.038  
(p = 0.451, SE = 0.051, CI [-0.138, 0.062])
N307      
R2adj-0.001  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 69.637 0.000 * 0.130
Message_Framing 1 305 169.004 0.000 * 0.160
Political_Orientation:Message_Framing 1 305 0.570 0.451 0.001
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Originally left Originally right 307 307 13.01 306 0 0
Effect Size
Cohen’s d 0.74
Message DV N Mean SD
Originally left PAS 307 4.15 1.01
Originally right PAS 307 3.28 1.15

Plot

Row

Industrial Animal Farms

Originally Left Framed RO

In a more plant-based food system, fewer animals would have to be kept and slaughtered under questionable conditions for our meat consumption.

Originally Right Framed RO, Version 2

In a more plant-based food system, there would be less need for high-performance farms for meat production, where mostly heavily bred animals are kept under modern, unconventional conditions.

Model Output

RM Moderation Output
Political Orientation0.017  
(p = 0.603, SE = 0.033, CI [-0.047, 0.082])
N307      
R2adj-0.002  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 74.045 0.000 * 0.169
Message_Framing 1 305 45.482 0.000 * 0.024
Political_Orientation:Message_Framing 1 305 0.272 0.603 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Originally left Originally right 307 307 6.75 306 0 0
Effect Size
Cohen’s d 0.39
Message DV N Mean SD
Originally left PAS 307 4.15 1.01
Originally right PAS 307 3.86 1.07

Plot

Row

Inconsistency in Society

Originally Left Framed RO

In a more plant-based food system, the actual status of many farm animals (which are often treated as commodities, even though they are sentient beings) would be raised to more closely resemble that of companion animals.

Originally Right Framed RO

In a more plant-based food system, our diet would become more like that of our grandparents and previous generations, who got by with far less meat.

Model Output

RM Moderation Output
Political Orientation-0.100  
(p = 0.073, SE = 0.056, CI [-0.210, 0.010])
N307      
R2adj0.007  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 46.411 0.000 * 0.087
Message_Framing 1 305 19.278 0.000 * 0.023
Political_Orientation:Message_Framing 1 305 3.228 0.073 0.004
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Originally left Originally right 307 307 4.37 306 0 0
Effect Size
Cohen’s d 0.25
Message DV N Mean SD
Originally left PAS 307 3.18 1.18
Originally right PAS 307 2.86 1.04

Plot

Row

Food Security

Originally Left Framed RO

A more plant-based food system would favor the availability of often scarce resources in Switzerland and worldwide and thus prevent conflicts due to low availability/high prices of food or water (which particularly affects poorer classes/regions). This is because the production of meat requires a lot of agricultural resources compared to plant-based foods.

Originally Right Framed RO

With a more plant-based food system, Switzerland could become more self-sufficient, as plant-based food for humans (instead of livestock for meat production) would then be grown on the scarce arable land. This would reduce imports of food and feed for livestock.

Model Output

RM Moderation Output
Political Orientation-0.096 *
(p = 0.023, SE = 0.042, CI [-0.178, -0.013])
N307      
R2adj0.014  
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
4.22
21.37

Plot

Row

Environmental Protection

Originally Left Framed RO

A more plant-based food system would have a better climate footprint, as meat is responsible for a significant proportion of the greenhouse gas emissions that drive climate change and thus make extreme weather phenomena more likely (e.g. droughts, floods and storms).

Originally Right Framed RO

In a more plant-based food system, fewer substances from intensive livestock farming would escape into the surrounding waters and soils. It would also counteract glacier shrinkage, as the greenhouse gases released by livestock contribute to climate change.

Model Output

RM Moderation Output
Political Orientation-0.008  
(p = 0.804, SE = 0.033, CI [-0.073, 0.056])
N307      
R2adj-0.003  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 147.893 0.000 * 0.292
Message_Framing 1 305 65.857 0.000 * 0.031
Political_Orientation:Message_Framing 1 305 0.062 0.804 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Originally left Originally right 307 307 8.13 306 0 0
Effect Size
Cohen’s d 0.46
Message DV N Mean SD
Originally left PAS 307 3.94 1.16
Originally right PAS 307 3.58 1.19

Plot

Row

Public Health

Originally Left Framed RO

A more plant-based food system would have positive health consequences (fewer communicable and non-communicable diseases). This would be particularly positive for vulnerable people and could reduce the high health costs that particularly affect socially disadvantaged households via health insurance premiums.

Originally Right Framed RO

A more plant-based food system would reduce disease in Switzerland, as a high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer. Intensive meat production can also promote new, transmissible diseases (due to many genetically similar animals in a confined space and the use of antibiotics).

Model Output

RM Moderation Output
Political Orientation0.065  
(p = 0.137, SE = 0.044, CI [-0.021, 0.151])
N307      
R2adj0.004  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 84.679 0.000 * 0.174
Message_Framing 1 305 126.899 0.000 * 0.090
Political_Orientation:Message_Framing 1 305 2.219 0.137 0.002
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Originally left Originally right 307 307 -11.24 306 0 0
Effect Size
Cohen’s d -0.64
Message DV N Mean SD
Originally left PAS 307 3.10 1.18
Originally right PAS 307 3.76 1.10

Plot

Study 2 - RO vs. MO

This page presents individual message comparisons from Study 2, contrasting Reasoning only (RO) with Morals only (MO) messages that stem from the same Study 1 message, so that framing and issue area were held constant (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To test for repeated measures (RM) moderation effects of political orientation (interaction with message type), we ran moderation analysis in two-instance repeated measures designs (Montoya, 2019). If the regression coefficient of political orientation was statistically significant, moderation/interaction was confirmed (as it predicted differences in Perceived Argument Strength between RO and MO message type). In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we conducted an ANCOVA and a paired t-test, instead, to examine the main effect of message type

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more caring and compassionate food system for animals.

Originally Left Framed Reasoning Only

In a more plant-based food system, fewer animals would have to be kept and slaughtered under questionable conditions for our meat consumption.

Model Output

RM Moderation Output
Political Orientation0.001  
(p = 0.971, SE = 0.037, CI [-0.071, 0.074])
N307      
R2adj-0.003  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 68.792 0.000 * 0.154
Message_Type 1 305 136.540 0.000 * 0.079
Political_Orientation:Message_Type 1 305 0.001 0.971 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 -11.7 306 0 0
Effect Size
Cohen’s d -0.67
Message DV N Mean SD
Morals Only PAS 307 3.58 1.11
Reasoning Only PAS 307 4.15 1.01

Plot

Row

Industrial Animal Farms: Within Right Version 1

Right Framed Morals Only V1

A more plant-based food system is a development towards a more traditional food system that strengthens our venerable family farms.

Originally Right Framed Reasoning Only V1

A more plant-based food system with a lower, more targeted demand for meat would reduce the number of large industrial farms needed for meat production. Such farms compete with small farms.

Model Output

RM Moderation Output
Political Orientation-0.169 ***
(p = 0.001, SE = 0.050, CI [-0.267, -0.071])  
N307        
R2adj0.033    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
6.77
16.99

Plot

Row

Industrial Animal Farms: Within Right Version 2

Right Framed Morals Only V2

A more plant-based food system is a development towards a more natural and less artificial food system.

Originally Right Framed Reasoning Only V2

In a more plant-based food system, there would be less need for high-performance farms for meat production, where mostly heavily bred animals are kept under modern, unconventional conditions.

Model Output

RM Moderation Output
Political Orientation-0.120 *
(p = 0.017, SE = 0.050, CI [-0.219, -0.021])
N307      
R2adj0.015  
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
8.84
62.04

Plot

Row

Inconsistency in Society: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more honest and just food system for animals.

Originally Left Framed Reasoning Only

In a more plant-based food system, the actual status of many farm animals (which are often treated as commodities, even though they are sentient beings) would be raised to more closely resemble that of companion animals.

Model Output

RM Moderation Output
Political Orientation0.026  
(p = 0.552, SE = 0.044, CI [-0.060, 0.112])
N307      
R2adj-0.002  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 56.319 0.000 * 0.126
Message_Type 1 305 53.353 0.000 * 0.037
Political_Orientation:Message_Type 1 305 0.355 0.552 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 7.31 306 0 0
Effect Size
Cohen’s d 0.42
Message DV N Mean SD
Morals Only PAS 307 3.61 1.14
Reasoning Only PAS 307 3.18 1.18

Plot

Row

Inconsistency in Society: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a more traditional food system that honors time-honored practices again.

Originally Right Framed Reasoning Only

In a more plant-based food system, our diet would become more like that of our grandparents and previous generations, who got by with far less meat.

Model Output

RM Moderation Output
Political Orientation-0.056  
(p = 0.188, SE = 0.042, CI [-0.138, 0.027])
N307      
R2adj0.002  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 20.732 0.000 * 0.049
Message_Type 1 305 72.664 0.000 * 0.055
Political_Orientation:Message_Type 1 305 1.744 0.188 0.001
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 -8.51 306 0 0
Effect Size
Cohen’s d -0.49
Message DV N Mean SD
Morals Only PAS 307 2.38 0.99
Reasoning Only PAS 307 2.86 1.04

Plot

Row

Food Security: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a food system that is fairer for disadvantaged people and promotes peace.

Originally Left Framed Reasoning Only

A more plant-based food system would favor the availability of often scarce resources in Switzerland and worldwide and thus prevent conflicts due to low availability/high prices of food or water (which particularly affects poorer classes/regions). This is because the production of meat requires a lot of agricultural resources compared to plant-based foods.

Model Output

RM Moderation Output
Political Orientation-0.004  
(p = 0.941, SE = 0.048, CI [-0.098, 0.091])
N307      
R2adj-0.003  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 143.876 0.000 * 0.245
Message_Type 1 305 244.337 0.000 * 0.201
Political_Orientation:Message_Type 1 305 0.006 0.941 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 -15.66 306 0 0
Effect Size
Cohen’s d -0.89
Message DV N Mean SD
Morals Only PAS 307 2.69 1.17
Reasoning Only PAS 307 3.69 1.12

Plot

Row

Food Security: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a sovereign, independent food system that keeps our country strong.

Originally Right Framed Reasoning Only

With a more plant-based food system, Switzerland could become more self-sufficient, as plant-based food for humans (instead of livestock for meat production) would then be grown on the scarce arable land. This would reduce imports of food and feed for livestock.

Model Output

RM Moderation Output
Political Orientation-0.104 *
(p = 0.017, SE = 0.043, CI [-0.189, -0.018])
N307      
R2adj0.015  
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
7.11
44.28

Plot

Row

Environmental Protection: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more careful food system that contributes to saving the climate.

Originally Left Framed Reasoning Only

A more plant-based food system would have a better climate footprint, as meat is responsible for a significant proportion of the greenhouse gas emissions that drive climate change and thus make extreme weather phenomena more likely (e.g. droughts, floods and storms).

Model Output

RM Moderation Output
Political Orientation0.007  
(p = 0.837, SE = 0.035, CI [-0.061, 0.075])
N307      
R2adj-0.003  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 159.442 0.000 * 0.303
Message_Type 1 305 29.999 0.000 * 0.016
Political_Orientation:Message_Type 1 305 0.042 0.837 0.000
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 -5.49 306 0 0
Effect Size
Cohen’s d -0.31
Message DV N Mean SD
Morals Only PAS 307 3.69 1.18
Reasoning Only PAS 307 3.94 1.16

Plot

Row

Environmental Protection: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a cleaner food system that preserves the beauty of Swiss nature.

Originally Right Framed Reasoning Only

In a more plant-based food system, fewer substances from intensive livestock farming would escape into the surrounding waters and soils. It would also counteract glacier shrinkage, as the greenhouse gases released by livestock contribute to climate change.

Model Output

RM Moderation Output
Political Orientation-0.199 ***
(p = 0.000, SE = 0.051, CI [-0.300, -0.098])  
N307        
R2adj0.044    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
6.26
12.93

Plot

Row

Public Health: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more socially solidary food system that preserves the health of all.

Originally Left Framed Reasoning Only

A more plant-based food system would have positive health consequences (fewer communicable and non-communicable diseases). This would be particularly positive for vulnerable people and could reduce the high health costs that particularly affect socially disadvantaged households via health insurance premiums.

Model Output

RM Moderation Output
Political Orientation0.076  
(p = 0.083, SE = 0.044, CI [-0.010, 0.163])
N307      
R2adj0.007  
*** p < 0.001; ** p < 0.01; * p < 0.05.
ANCOVA and paired t-test output
Effect DFn DFd F p p<.05 ges
Political_Orientation 1 305 83.864 0.000 * 0.174
Message_Type 1 305 2.257 0.134 0.002
Political_Orientation:Message_Type 1 305 3.027 0.083 0.002
DV Group 1 Group 2 N1 N2 t df p p.adj
PAS Morals Only Reasoning Only 307 307 -1.5 306 0.14 0.14
Effect Size
Cohen’s d -0.09
Message DV N Mean SD
Morals Only PAS 307 3.02 1.15
Reasoning Only PAS 307 3.10 1.18

Plot

Row

Public Health: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a healthier and hygienically purer food system.

Originally Right Framed Reasoning Only

A more plant-based food system would reduce disease in Switzerland, as a high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer. Intensive meat production can also promote new, transmissible diseases (due to many genetically similar animals in a confined space and the use of antibiotics).

Model Output

RM Moderation Output
Political Orientation-0.127 **
(p = 0.007, SE = 0.047, CI [-0.220, -0.034]) 
N307       
R2adj0.020   
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
6.61
25.91

Plot

Cross-Study - MO vs. M&R

This page presents individual message comparisons across Study 1 and 2, contrasting Morals only (MO) with Morals & Reasoning (M & R) messages that are directly related (MO originate from M&R), so that framing and issue area were held constant (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To compare messages across studies, the more common between-subject moderated regression analysis approach was applied (because this time PAS ratings were compared between-subject, instead of within-subject). If the interaction coefficient was significant, political orientation moderated the effect of message type. In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we instead tested the main effect of message type in a multiple linear regression model without the interaction term.

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more caring and compassionate food system for animals.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

More plant-based food and a lower, more targeted demand for meat would result in fewer animals being kept for our meat consumption. This in turn would mean that fewer animals would have to endure physical and psychological suffering, for example due to cramped conditions and the negative side effects of being bred to produce the highest possible yield of meat (e.g. injuries caused by their excessive body weight). Ultimately, this also means that fewer animals are killed for our food before they reach their natural lifespan.

A more plant-based food system is a development towards a more caring and compassionate food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.036    
(p = 0.865, SE = 0.213, CI [-0.455, 0.382])  
Political Orientation-0.359 ***
(p = 0.000, SE = 0.041, CI [-0.440, -0.278])  
Interaction0.045    
(p = 0.459, SE = 0.061, CI [-0.075, 0.165])  
N645        
R2adj0.161    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)0.109    
(p = 0.185, SE = 0.082, CI [-0.052, 0.271])  
Political Orientation-0.339 ***
(p = 0.000, SE = 0.030, CI [-0.398, -0.279])  
N645        
R2adj0.162    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.46 1.17
MO PAS 307 3.58 1.11

Plot

Row

Industrial Animal Farms: Within Right Version 1

Right Framed Morals Only V1

A more plant-based food system is a development towards a more traditional food system that strengthens our venerable family farms.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

With a greater proportion of plant-based food and a lower, more targeted demand for meat, we reduce the number of large industrial farms we need for meat production. Such farms compete with our venerable family farms and stand in contradiction to the traditional image of Switzerland. In addition, these high-performance farms usually keep highly bred breeds under unnatural conditions and artificially inseminate them. Such breeds hardly resemble their ancient counterparts.

A more plant-based food system is a development towards a more traditional and natural food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.599 ** 
(p = 0.004, SE = 0.205, CI [-1.002, -0.196])  
Political Orientation-0.145 ***
(p = 0.000, SE = 0.040, CI [-0.223, -0.067])  
Interaction0.040    
(p = 0.500, SE = 0.059, CI [-0.076, 0.155])  
N645        
R2adj0.073    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.472 ***
(p = 0.000, SE = 0.079, CI [-0.627, -0.316])  
Political Orientation-0.127 ***
(p = 0.000, SE = 0.029, CI [-0.184, -0.069])  
N645        
R2adj0.074    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 2.77 1.09
MO PAS 307 2.30 0.94

Plot

Row

Industrial Animal Farms: Within Right Version 2

Right Framed Morals Only V2

A more plant-based food system is a development towards a more natural and less artificial food system.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

With a greater proportion of plant-based food and a lower, more targeted demand for meat, we reduce the number of large industrial farms we need for meat production. Such farms compete with our venerable family farms and stand in contradiction to the traditional image of Switzerland. In addition, these high-performance farms usually keep highly bred breeds under unnatural conditions and artificially inseminate them. Such breeds hardly resemble their ancient counterparts.

A more plant-based food system is a development towards a more traditional and natural food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)0.044    
(p = 0.843, SE = 0.220, CI [-0.389, 0.476])  
Political Orientation-0.145 ***
(p = 0.001, SE = 0.043, CI [-0.229, -0.061])  
Interaction-0.065    
(p = 0.305, SE = 0.063, CI [-0.189, 0.059])  
N645        
R2adj0.048    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.165    
(p = 0.054, SE = 0.085, CI [-0.332, 0.003])  
Political Orientation-0.175 ***
(p = 0.000, SE = 0.031, CI [-0.236, -0.113])  
N645        
R2adj0.048    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 2.77 1.09
MO PAS 307 2.61 1.13

Plot

Row

Inconsistency in Society: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more honest and just food system for animals.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

By consuming more plant-based food instead of meat, we reduce the injustice in the treatment of animals. In the current system, we categorize some animals as mere livestock and therefore treat them as commodities to be processed into meat in large quantities as quickly as possible. In comparison, we keep other animals as pets and give them more extensive rights. This discrimination on the basis of species is unjustified and unfair, because farm animals are also sentient beings and therefore have interests that we should protect more strongly.

A more plant-based food system is a development towards a fairer and more sincere food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)0.632 ** 
(p = 0.005, SE = 0.226, CI [0.187, 1.076])  
Political Orientation-0.316 ***
(p = 0.000, SE = 0.044, CI [-0.403, -0.230])  
Interaction-0.006    
(p = 0.925, SE = 0.065, CI [-0.133, 0.121])  
N645        
R2adj0.184    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)0.612 ***
(p = 0.000, SE = 0.088, CI [0.440, 0.784])  
Political Orientation-0.319 ***
(p = 0.000, SE = 0.032, CI [-0.383, -0.256])  
N645        
R2adj0.185    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 2.98 1.24
MO PAS 307 3.61 1.14

Plot

Row

Inconsistency in Society: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a more traditional food system that honors time-honored practices again.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

By that, we are returning to the lifestyle and values of our ancestors. Our grandparents and the generations before them got by with far less meat and had a more respectful and modest approach to this food. By following their example again and consuming more plant-based foods, we are going back to time-honored practices.

A more plant-based food system is a development towards a more traditional and honorable food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)0.183  
(p = 0.374, SE = 0.206, CI [-0.222, 0.589])
Political Orientation-0.039  
(p = 0.332, SE = 0.040, CI [-0.117, 0.040])
Interaction-0.102  
(p = 0.085, SE = 0.059, CI [-0.218, 0.014])
N645      
R2adj0.018  
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.145   
(p = 0.071, SE = 0.080, CI [-0.302, 0.012]) 
Political Orientation-0.085 **
(p = 0.004, SE = 0.029, CI [-0.143, -0.028]) 
N645       
R2adj0.015   
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 2.52 1.04
MO PAS 307 2.38 0.99

Plot

Row

Food Security: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a food system that is fairer for disadvantaged people and promotes peace.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

This promotes fairer distribution of food. The production of meat requires a lot of agricultural resources such as animal feed, water, and land. These resources are often in short supply in Switzerland and worldwide. Resource shortages disadvantage poorer classes/regions in particular and lead to (sometimes violent) conflicts due to the low availability and high prices of food or water. By contrast, a more plant-based food supply usually requires fewer resources and thus helps to prevent such problems.

A more plant-based food system is a development towards a fairer food system that promotes peace.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.644 ** 
(p = 0.002, SE = 0.209, CI [-1.054, -0.234])  
Political Orientation-0.448 ***
(p = 0.000, SE = 0.040, CI [-0.528, -0.369])  
Interaction0.024    
(p = 0.688, SE = 0.060, CI [-0.093, 0.141])  
N645        
R2adj0.287    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.567 ***
(p = 0.000, SE = 0.081, CI [-0.725, -0.408])  
Political Orientation-0.437 ***
(p = 0.000, SE = 0.030, CI [-0.496, -0.379])  
N645        
R2adj0.288    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.24 1.19
MO PAS 307 2.69 1.17

Plot

Row

Food Security: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a sovereign, independent food system that keeps our country strong.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

This allows us to strengthen our national independence. In Switzerland, a large proportion of arable land is used purely to produce feed for livestock. At the same time, we import additional feed from abroad. However, converting these resources into meat via animals is very inefficient. Switzerland could increase its food security by growing more plant-based food for human consumption rather than for livestock. This would make our food system less dependent on unreliable international supply chains that can be disrupted by global crises.

A more plant-based food system is a development towards a sovereign food system that keeps our country strong.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.246    
(p = 0.232, SE = 0.206, CI [-0.651, 0.158])  
Political Orientation-0.139 ***
(p = 0.001, SE = 0.040, CI [-0.217, -0.061])  
Interaction-0.090    
(p = 0.129, SE = 0.059, CI [-0.206, 0.026])  
N645        
R2adj0.112    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.536 ***
(p = 0.000, SE = 0.080, CI [-0.693, -0.379])  
Political Orientation-0.180 ***
(p = 0.000, SE = 0.029, CI [-0.238, -0.122])  
N645        
R2adj0.110    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.23 1.05
MO PAS 307 2.70 1.03

Plot

Row

Environmental Protection: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more careful food system that contributes to saving the climate.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

In this way, we are helping to reduce the impending damage caused by climate change. The intensive production of meat is responsible for a significant proportion of greenhouse gas emissions. These gases are the main cause of climate change. Climate change makes extreme weather phenomena more likely, e.g. droughts, floods and storms, which cause destruction and suffering around the world. Consuming more plant-based foods helps to improve our carbon footprint and therefore helps to protect against these impacts.

A more plant-based food system is a development towards a more caring food system that helps save the climate.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.145    
(p = 0.480, SE = 0.206, CI [-0.549, 0.259])  
Political Orientation-0.552 ***
(p = 0.000, SE = 0.040, CI [-0.630, -0.474])  
Interaction0.064    
(p = 0.281, SE = 0.059, CI [-0.052, 0.179])  
N645        
R2adj0.329    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)0.060    
(p = 0.455, SE = 0.080, CI [-0.097, 0.216])  
Political Orientation-0.523 ***
(p = 0.000, SE = 0.029, CI [-0.581, -0.465])  
N645        
R2adj0.329    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.61 1.28
MO PAS 307 3.69 1.18

Plot

Row

Environmental Protection: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a cleaner food system that preserves the beauty of Swiss nature.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

In this way, we are helping to preserve Switzerland’s natural beauty. The high production of meat leads to our homeland being polluted and damaged. Intensive livestock farming releases substances that pollute our waters and contaminate our soils, leading to the loss of local biodiversity. In addition, the greenhouse gases released by livestock contribute to climate change. This leads to rising temperatures and thus to the disappearance of our glaciers. We need to prevent this by eating more environmentally friendly plant-based foods, out of loyalty to our homeland.

A more plant-based food system is a development towards a cleaner food system that preserves Swiss nature.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.735 ***
(p = 0.001, SE = 0.219, CI [-1.165, -0.306])  
Political Orientation-0.362 ***
(p = 0.000, SE = 0.042, CI [-0.445, -0.278])  
Interaction0.088    
(p = 0.163, SE = 0.063, CI [-0.035, 0.211])  
N645        
R2adj0.170    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.453 ***
(p = 0.000, SE = 0.085, CI [-0.620, -0.287])  
Political Orientation-0.322 ***
(p = 0.000, SE = 0.031, CI [-0.383, -0.260])  
N645        
R2adj0.169    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.08 1.19
MO PAS 307 2.64 1.13

Plot

Row

Public Health: Within Left

Left Framed Morals Only

A more plant-based food system is a development towards a more socially solidary food system that preserves the health of all.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

Current eating habits lead to negative consequences. A high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer; diseases that cause great suffering for those affected and their loved ones. In addition, intensive meat production can give rise to new diseases that can be transmitted to humans. These would endanger people who are already vulnerable and further impair the healthcare system. With a healthier, more plant-based food system, we can promote our well-being and reduce the high healthcare costs that place an unequal burden on socially disadvantaged households via health insurance premiums.

A more plant-based food system is a development towards a more solidary food system that preserves the health of all.

Model Output

Between-Subject Moderation Output
Message Type (MO)0.027    
(p = 0.898, SE = 0.213, CI [-0.391, 0.446])  
Political Orientation-0.320 ***
(p = 0.000, SE = 0.041, CI [-0.401, -0.239])  
Interaction-0.082    
(p = 0.180, SE = 0.061, CI [-0.202, 0.038])  
N645        
R2adj0.183    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.237 ** 
(p = 0.004, SE = 0.083, CI [-0.399, -0.074])  
Political Orientation-0.358 ***
(p = 0.000, SE = 0.030, CI [-0.418, -0.298])  
N645        
R2adj0.182    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.24 1.16
MO PAS 307 3.02 1.15

Plot

Row

Public Health: Within Right

Right Framed Morals Only

A more plant-based food system is a development towards a healthier and hygienically purer food system.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

The large quantities of meat we produce are a risk to national health. The conditions on large farms (many genetically similar animals in a confined space) make this place an ideal breeding ground for diseases, some of which are also infectious to humans. The excessive use of antibiotics in some places also carries the risk of treatment-resistant pathogens developing. Meat also increases the risk of cardiovascular disease, diabetes and cancer. By focusing more on plant-based foods, we reduce communicable and non-communicable diseases in Switzerland.

A more plant-based food system is a development towards a healthier and purer food system.

Model Output

Between-Subject Moderation Output
Message Type (MO)-0.720 ***
(p = 0.001, SE = 0.211, CI [-1.136, -0.305])  
Political Orientation-0.366 ***
(p = 0.000, SE = 0.041, CI [-0.446, -0.286])  
Interaction0.102    
(p = 0.092, SE = 0.061, CI [-0.017, 0.221])  
N645        
R2adj0.172    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (MO)-0.391 ***
(p = 0.000, SE = 0.082, CI [-0.552, -0.231])  
Political Orientation-0.319 ***
(p = 0.000, SE = 0.030, CI [-0.379, -0.260])  
N645        
R2adj0.169    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.37 1.14
MO PAS 307 2.98 1.11

Plot

Cross-Study - RO vs. M&R

This page presents individual message comparisons across Study 1 and 2, contrasting Reasoning only (RO) with Morals & Reasoning (M & R) messages that are directly related (RO originate from M&R), so that framing and issue area were held constant (each row represents one comparison).

In the left column, the translated messages are shown.

In the middle column, the main model outputs are shown. To compare messages across studies, the more common between-subject moderated regression analysis approach was applied (because this time PAS ratings were compared between-subject, instead of within-subject). If the interaction coefficient was significant, political orientation moderated the effect of message type. In this case, we followed-up with the Johnson–Neyman procedure to probe the interaction. It directly estimates the boundary values of political orientation for which statistically significant differences in PAS between messages were present. Within the two reported values, differences were non-significant, whereas for political orientation scores outside of this range there were significant differences (note that sometimes the estimated values were outside of the actual range of political orientation, which was 1 to 7). The plots on the right help to interpret the interaction effects. If the interaction effect was non-significant, we instead tested the main effect of message type in a multiple linear regression model without the interaction term.

Lastly, the right column shows the corresponding plots, that is, the regression lines for both messages and the 95% confidence intervals as shaded areas. Note that the plots have interactive features (generated with ggplotly), which will be displayed/suggested if you move your cursor on it.

Row

Industrial Animal Farms: Within Left

Originally Left Framed Reasoning Only

In a more plant-based food system, fewer animals would have to be kept and slaughtered under questionable conditions for our meat consumption.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

More plant-based food and a lower, more targeted demand for meat would result in fewer animals being kept for our meat consumption. This in turn would mean that fewer animals would have to endure physical and psychological suffering, for example due to cramped conditions and the negative side effects of being bred to produce the highest possible yield of meat (e.g. injuries caused by their excessive body weight). Ultimately, this also means that fewer animals are killed for our food before they reach their natural lifespan.

A more plant-based food system is a development towards a more caring and compassionate food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.530 ** 
(p = 0.009, SE = 0.203, CI [0.131, 0.929])  
Political Orientation-0.359 ***
(p = 0.000, SE = 0.039, CI [-0.437, -0.282])  
Interaction0.047    
(p = 0.424, SE = 0.058, CI [-0.068, 0.161])  
N645        
R2adj0.246    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.680 ***
(p = 0.000, SE = 0.079, CI [0.525, 0.834])  
Political Orientation-0.338 ***
(p = 0.000, SE = 0.029, CI [-0.395, -0.281])  
N645        
R2adj0.247    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.46 1.17
RO PAS 307 4.15 1.01

Plot

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Industrial Animal Farms: Within Right Version 1

Originally Right Framed Reasoning Only V1

A more plant-based food system with a lower, more targeted demand for meat would reduce the number of large industrial farms needed for meat production. Such farms compete with small farms.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

With a greater proportion of plant-based food and a lower, more targeted demand for meat, we reduce the number of large industrial farms we need for meat production. Such farms compete with our venerable family farms and stand in contradiction to the traditional image of Switzerland. In addition, these high-performance farms usually keep highly bred breeds under unnatural conditions and artificially inseminate them. Such breeds hardly resemble their ancient counterparts.

A more plant-based food system is a development towards a more traditional and natural food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.916 ***
(p = 0.000, SE = 0.220, CI [0.484, 1.348])  
Political Orientation-0.145 ***
(p = 0.001, SE = 0.043, CI [-0.229, -0.061])  
Interaction-0.129 *  
(p = 0.040, SE = 0.063, CI [-0.253, -0.006])  
N645        
R2adj0.109    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
Lower 4.97
Higher 91.42

Plot

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Industrial Animal Farms: Within Right Version 2

Originally Right Framed Reasoning Only V2

In a more plant-based food system, there would be less need for high-performance farms for meat production, where mostly heavily bred animals are kept under modern, unconventional conditions.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

With a greater proportion of plant-based food and a lower, more targeted demand for meat, we reduce the number of large industrial farms we need for meat production. Such farms compete with our venerable family farms and stand in contradiction to the traditional image of Switzerland. In addition, these high-performance farms usually keep highly bred breeds under unnatural conditions and artificially inseminate them. Such breeds hardly resemble their ancient counterparts.

A more plant-based food system is a development towards a more traditional and natural food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)1.678 ***
(p = 0.000, SE = 0.209, CI [1.268, 2.088])  
Political Orientation-0.145 ***
(p = 0.000, SE = 0.040, CI [-0.224, -0.065])  
Interaction-0.185 ** 
(p = 0.002, SE = 0.060, CI [-0.302, -0.067])  
N645        
R2adj0.278    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
Lower 4.97
Higher 91.42

Plot

Row

Inconsistency in Society: Within Left

Originally Left Framed Reasoning Only

In a more plant-based food system, the actual status of many farm animals (which are often treated as commodities, even though they are sentient beings) would be raised to more closely resemble that of companion animals.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

By consuming more plant-based food instead of meat, we reduce the injustice in the treatment of animals. In the current system, we categorize some animals as mere livestock and therefore treat them as commodities to be processed into meat in large quantities as quickly as possible. In comparison, we keep other animals as pets and give them more extensive rights. This discrimination on the basis of species is unjustified and unfair, because farm animals are also sentient beings and therefore have interests that we should protect more strongly.

A more plant-based food system is a development towards a fairer and more sincere food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.124    
(p = 0.594, SE = 0.232, CI [-0.332, 0.580])  
Political Orientation-0.316 ***
(p = 0.000, SE = 0.045, CI [-0.405, -0.228])  
Interaction0.020    
(p = 0.764, SE = 0.066, CI [-0.111, 0.151])  
N645        
R2adj0.120    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.188 *  
(p = 0.036, SE = 0.090, CI [0.012, 0.364])  
Political Orientation-0.307 ***
(p = 0.000, SE = 0.033, CI [-0.372, -0.242])  
N645        
R2adj0.122    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 2.98 1.24
RO PAS 307 3.18 1.18

Plot

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Inconsistency in Society: Within Right

Originally Right Framed Reasoning Only

In a more plant-based food system, our diet would become more like that of our grandparents and previous generations, who got by with far less meat.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

By that, we are returning to the lifestyle and values of our ancestors. Our grandparents and the generations before them got by with far less meat and had a more respectful and modest approach to this food. By following their example again and consuming more plant-based foods, we are going back to time-honored practices.

A more plant-based food system is a development towards a more traditional and honorable food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.838 ***
(p = 0.000, SE = 0.209, CI [0.428, 1.249])  
Political Orientation-0.039    
(p = 0.338, SE = 0.041, CI [-0.118, 0.041])  
Interaction-0.158 ** 
(p = 0.009, SE = 0.060, CI [-0.275, -0.040])  
N645        
R2adj0.051    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
Lower 4.11
Higher 11.82

Plot

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Food Security: Within Left

Originally Left Framed Reasoning Only

A more plant-based food system would favor the availability of often scarce resources in Switzerland and worldwide and thus prevent conflicts due to low availability/high prices of food or water (which particularly affects poorer classes/regions). This is because the production of meat requires a lot of agricultural resources compared to plant-based foods.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

This promotes fairer distribution of food. The production of meat requires a lot of agricultural resources such as animal feed, water, and land. These resources are often in short supply in Switzerland and worldwide. Resource shortages disadvantage poorer classes/regions in particular and lead to (sometimes violent) conflicts due to the low availability and high prices of food or water. By contrast, a more plant-based food supply usually requires fewer resources and thus helps to prevent such problems.

A more plant-based food system is a development towards a fairer food system that promotes peace.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.365    
(p = 0.072, SE = 0.203, CI [-0.033, 0.762])  
Political Orientation-0.448 ***
(p = 0.000, SE = 0.039, CI [-0.526, -0.371])  
Interaction0.020    
(p = 0.724, SE = 0.058, CI [-0.093, 0.134])  
N645        
R2adj0.288    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.430 ***
(p = 0.000, SE = 0.078, CI [0.277, 0.584])  
Political Orientation-0.439 ***
(p = 0.000, SE = 0.029, CI [-0.496, -0.382])  
N645        
R2adj0.289    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.24 1.19
RO PAS 307 3.69 1.12

Plot

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Food Security: Within Right

Originally Right Framed Reasoning Only

With a more plant-based food system, Switzerland could become more self-sufficient, as plant-based food for humans (instead of livestock for meat production) would then be grown on the scarce arable land. This would reduce imports of food and feed for livestock.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

This allows us to strengthen our national independence. In Switzerland, a large proportion of arable land is used purely to produce feed for livestock. At the same time, we import additional feed from abroad. However, converting these resources into meat via animals is very inefficient. Switzerland could increase its food security by growing more plant-based food for human consumption rather than for livestock. This would make our food system less dependent on unreliable international supply chains that can be disrupted by global crises.

A more plant-based food system is a development towards a sovereign food system that keeps our country strong.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.841 ***
(p = 0.000, SE = 0.209, CI [0.432, 1.251])  
Political Orientation-0.139 ***
(p = 0.001, SE = 0.040, CI [-0.218, -0.060])  
Interaction-0.193 ** 
(p = 0.001, SE = 0.060, CI [-0.311, -0.076])  
N645        
R2adj0.103    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Boundries Johnson-Neyman Regions of Significance
Lower 3.51
Higher 6.50

Plot

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Environmental Protection: Within Left

Originally Left Framed Reasoning Only

A more plant-based food system would have a better climate footprint, as meat is responsible for a significant proportion of the greenhouse gas emissions that drive climate change and thus make extreme weather phenomena more likely (e.g. droughts, floods and storms).

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

In this way, we are helping to reduce the impending damage caused by climate change. The intensive production of meat is responsible for a significant proportion of greenhouse gas emissions. These gases are the main cause of climate change. Climate change makes extreme weather phenomena more likely, e.g. droughts, floods and storms, which cause destruction and suffering around the world. Consuming more plant-based foods helps to improve our carbon footprint and therefore helps to protect against these impacts.

A more plant-based food system is a development towards a more caring food system that helps save the climate.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.083    
(p = 0.684, SE = 0.204, CI [-0.317, 0.483])  
Political Orientation-0.552 ***
(p = 0.000, SE = 0.039, CI [-0.630, -0.475])  
Interaction0.071    
(p = 0.226, SE = 0.058, CI [-0.044, 0.185])  
N645        
R2adj0.342    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.311 ***
(p = 0.000, SE = 0.079, CI [0.156, 0.466])  
Political Orientation-0.520 ***
(p = 0.000, SE = 0.029, CI [-0.577, -0.463])  
N645        
R2adj0.342    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.61 1.28
RO PAS 307 3.94 1.16

Plot

Row

Environmental Protection: Within Right

Originally Right Framed Reasoning Only

In a more plant-based food system, fewer substances from intensive livestock farming would escape into the surrounding waters and soils. It would also counteract glacier shrinkage, as the greenhouse gases released by livestock contribute to climate change.

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

In this way, we are helping to preserve Switzerland’s natural beauty. The high production of meat leads to our homeland being polluted and damaged. Intensive livestock farming releases substances that pollute our waters and contaminate our soils, leading to the loss of local biodiversity. In addition, the greenhouse gases released by livestock contribute to climate change. This leads to rising temperatures and thus to the disappearance of our glaciers. We need to prevent this by eating more environmentally friendly plant-based foods, out of loyalty to our homeland.

A more plant-based food system is a development towards a cleaner food system that preserves Swiss nature.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.849 ***
(p = 0.000, SE = 0.213, CI [0.430, 1.268])  
Political Orientation-0.362 ***
(p = 0.000, SE = 0.041, CI [-0.443, -0.281])  
Interaction-0.112    
(p = 0.068, SE = 0.061, CI [-0.232, 0.008])  
N645        
R2adj0.256    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.489 ***
(p = 0.000, SE = 0.083, CI [0.327, 0.652])  
Political Orientation-0.413 ***
(p = 0.000, SE = 0.031, CI [-0.473, -0.353])  
N645        
R2adj0.253    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.08 1.19
RO PAS 307 3.58 1.19

Plot

Row

Public Health: Within Left

Originally Left Framed Reasoning Only

A more plant-based food system would have positive health consequences (fewer communicable and non-communicable diseases). This would be particularly positive for vulnerable people and could reduce the high health costs that particularly affect socially disadvantaged households via health insurance premiums.

Left Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

Current eating habits lead to negative consequences. A high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer; diseases that cause great suffering for those affected and their loved ones. In addition, intensive meat production can give rise to new diseases that can be transmitted to humans. These would endanger people who are already vulnerable and further impair the healthcare system. With a healthier, more plant-based food system, we can promote our well-being and reduce the high healthcare costs that place an unequal burden on socially disadvantaged households via health insurance premiums.

A more plant-based food system is a development towards a more solidary food system that preserves the health of all.

Model Output

Between-Subject Moderation Output
Message Type (RO)-0.130    
(p = 0.557, SE = 0.221, CI [-0.564, 0.304])  
Political Orientation-0.320 ***
(p = 0.000, SE = 0.043, CI [-0.404, -0.236])  
Interaction-0.005    
(p = 0.931, SE = 0.063, CI [-0.130, 0.119])  
N645        
R2adj0.139    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)-0.148    
(p = 0.085, SE = 0.086, CI [-0.315, 0.020])  
Political Orientation-0.323 ***
(p = 0.000, SE = 0.032, CI [-0.385, -0.261])  
N645        
R2adj0.141    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.24 1.16
RO PAS 307 3.10 1.18

Plot

Row

Public Health: Within Right

Originally Right Framed Reasoning Only

A more plant-based food system would reduce disease in Switzerland, as a high consumption of meat increases the risk of cardiovascular disease, diabetes and cancer. Intensive meat production can also promote new, transmissible diseases (due to many genetically similar animals in a confined space and the use of antibiotics).

Right Framed Morals & Reasoning

Switzerland benefits from a more plant-based diet.

The large quantities of meat we produce are a risk to national health. The conditions on large farms (many genetically similar animals in a confined space) make this place an ideal breeding ground for diseases, some of which are also infectious to humans. The excessive use of antibiotics in some places also carries the risk of treatment-resistant pathogens developing. Meat also increases the risk of cardiovascular disease, diabetes and cancer. By focusing more on plant-based foods, we reduce communicable and non-communicable diseases in Switzerland.

A more plant-based food system is a development towards a healthier and purer food system.

Model Output

Between-Subject Moderation Output
Message Type (RO)0.458 *  
(p = 0.025, SE = 0.204, CI [0.058, 0.859])  
Political Orientation-0.366 ***
(p = 0.000, SE = 0.039, CI [-0.443, -0.288])  
Interaction-0.025    
(p = 0.672, SE = 0.058, CI [-0.139, 0.090])  
N645        
R2adj0.228    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Between-Subject Multiple Regression Output
Message Type (RO)0.379 ***
(p = 0.000, SE = 0.079, CI [0.224, 0.533])  
Political Orientation-0.377 ***
(p = 0.000, SE = 0.029, CI [-0.434, -0.320])  
N645        
R2adj0.229    
*** p < 0.001; ** p < 0.01; * p < 0.05.
Message DV N Mean SD
M&R PAS 338 3.37 1.14
RO PAS 307 3.76 1.10

Plot

Cross-Study - Within Issue Areas

This page presents individual message comparisons across Study 1 and 2, contrasting all messages belonging to the same issue area.

Note that for narrower comparisons, you can hide selected lines by clicking on the respective name in the legend (click on it again to make the line reappear).

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Plot Industrial Animal Farms, with Version 1 of Right Framed MO and RO

Plot Industrial Animal Farms, with Version 2 of Right Framed MO and RO

Plot Inconsistency in Society

Row

Plot Food Security

Plot Environmental Protection

Plot Public Health

Cross-Study - All Aggregated

This page presents aggregate-level message comparisons across Study 1 and 2. The plot is identical to Figure 4 in the paper.

Note that for narrower comparisons, you can hide selected lines by clicking on the respective name in the legend (click on it again to make the line reappear).

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Cross-Study - Strongest per Issue Areas

This page presents individual message comparisons across Study 1 and 2, contrasting the strongest messages per issue area (for food security there are two messages because no message was the strongest one across the political spectrum). The plot is identical to Figure 5 in the paper.

Note that for narrower comparisons, you can hide selected lines by clicking on the respective name in the legend (click on it again to make the line reappear).

Row