Bite-size: Marketing is about changing attitudes, but some attitudes are more difficult to change than others. Preferences toward a brand, for example, are flexible (e.g., positive or negative associations), but attitudes formed along moral lines are much more rigid (e.g., a matter of right vs. wrong).
Full-size:
When we think about attitudes it’s usually simplified as likes and dislikes. Preferences, like positive/negative associations made during experiences and formed as memories are flexible and often what marketing is targeting. But social norms—opinions from friends and family, or rules we follow as a society—also inform our attitudes. These social conventions can be a bit more difficult to affect. Moral convictions, however, are uncompromising.
Compared to other constructs, attitudes that reflect moral beliefs are seen as “objectively and universally true,” and, “inherently more motivating and self-justifying” than non-moral attitudes. This makes people with moral conviction steadfast and inflexible in their belief, with no actual proof required (think staunch vaccine disbelievers when presented with scientific evidence).
The Moral Foundations Theory says that not only are moral convictions are seen as strong, morally rooted attitudes, but they are equally strong in moral investment. Findings from research make a connection to emotional responses as well. Those with moral convictions tend to be more intolerant of change and more defensive in their position.
Marketers can overcome this using: moral reframing. By framing a position in a way that appeals to someone's moral values, even if they would not normally support it, is a well-supported scientific technique for effective and persuasive communication. Example: A person who is negative towards vaccines because they believe the mandates violate their personal liberty and freedom. They are not persuaded by scientific evidence alone. So, by re-framing a pro-vaccine message around ‘liberty’ the message challenges the attitude by appealing to the underlying belief: our freedoms must be protected, and COVID-19 is the enemy.