Moral or Economic Arguments? Understanding Men's Responses to Workplace Gender Equality Messaging

Morally framed arguments can both motivate and deter support on contentious social issues. In three studies (N = 1098) we examined the impact of moral arguments on men's support for workplace gender equality and compared it to another way to motivate men: an economic argument frame. Study 1 found that morally framed arguments increased men's intentions to support workplace gender equality compared to framing that highlights the economic benefits of workplace gender equality. However, Studies 2 and 3 revealed a backlash effect among politically right-leaning men and those lower in feminist identification, who were less likely to seek information and endorse workplace gender equality when exposed to moral arguments. Notably, economically framed arguments did not cause a backlash among this group of men. Contrary to previous research, shared gender identity with the message source did not enhance the effectiveness of moral arguments. These findings highlight the complexities of argument framing and reflect the broader challenge of engaging men in gender equality efforts. While morally framed arguments can be effective in some contexts, and economically framed arguments may mitigate backlash, no single approach universally succeeds-underscoring the reality that shifting men's support for workplace gender equality is a complex and ongoing social challenge.