"Moral" label solidifies opinions.

• Position: Psychology - Brief article

Simply telling people that their opinions are based on morality will make them stronger and more resistant to counterarguments, contends a study from Ohio State University, Columbus. Researchers found that people were more likely to act on an opinion--what psychologists call an attitude--if it was labeled as moral and were more resistant to attempts to change their mind on that subject.

"The perception that an attitude we hold is based on morality is enough to strengthen it," notes Andrew Luttrell, lead author of the study and a doctoral student in psychology. "For many people, morality implies a universality, an ultimate truth. It is a conviction that is not easily changed. People hold onto their moral beliefs in a way they don't for other values we studied, like...