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White evangelicals are best persuaded to mask up through messages that stress the Christian doctrine of love thy neighbor, according to a UCR-authored study published Tuesday.
The study yielded a second effective way to persuade white evangelicals - but only if they are Republican. That is, messaging from former President Donald Trump that aligns mask-wearing with patriotism.
The lessons learned from the study can be borrowed for pro-vaccine messaging, said study author Jennifer Merolla, a UCR professor of political science.
About 45% of white evangelicals do not plan on getting vaccinated against COVID-19, according to a Pew Research Center poll. Health officials have said persuading the 41 million white evangelical adults in the U.S. to get vaccinated is key to acquiring herd immunity.