Making it moral: Merely labeling an attitude as moral increases its strength

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A Review and Conceptual Framework for Understanding Personalized Matching Effects in Persuasion (2020, background): “…thinking (Barden & Petty, 2008), or are held with greater certainty (Rucker et al., 2014), or come to mind faster (Hodges & Wilson, 1994), or are self-defining (Oyserman, 2009; Zunick et al., 2017), or are based on one’s morality (Luttrell et al., 2016) typically signal a more impactful attitude.”
How Corporate Social Advocacy Affects Attitude Change Toward Controversial Social Issues (2020, methodology): “A scale from Luttrell et al. (2016) was used to measure participants’ attitudes toward the position promoted by the NNT Corporation in the statement they read.”
The MAD Model of Moral Contagion: The Role of Motivation, Attention, and Design in the Spread of Moralized Content Online (2019, background): “Such moralized appraisals can have a range of effects on our evaluations—for example, thinking in extremes and social conflict (Luttrell, Petty, Briñol, & Wagner, 2016; Skitka, Bauman, & Sargis, 2005; van Bavel et al., 2012).”