AbstractMotivated reasoning in response to disconfirming science informationpresents a challenging barrier to science communication. This article0presents a novel approach to emphasis framing, in which functionallyequivalent information is framed using ideologically consistent values andtailored to the audiences. In contrast to traditional framing approaches,science information is held constant across frames and only interpretationsof the information are varied. Results from an experiment provide initialsupport for this ideology-based framing approach. Persuasive effects arestronger for an ideologically congruent frame than for an incongruent frame,and no boomerang effects were observed. We discuss implications anddirections for future research.