Stanford sociologist Robb Willer finds that an effective way to persuade people in politics is to reframe arguments to appeal to the moral values of those holding opposing positions.[…]Conservative participants were ultimately persuaded by a patriotism-based argument that “same-sex couples are proud and patriotic Americans … [who] contribute to the American economy and society.”[…]”Moral reframing is not intuitive to people,” Willer said. “When asked to make moral political arguments, people tend to make the ones they believe in and not that of an opposing audience – but the research finds this type of argument unpersuasive.”

Source: New research shows how to make effective political arguments, Stanford sociologist says