Reframing the marriage debate: Wording, context, and intensity of support for marriage and civil unions

In the United States, the extension of marriage or civil unions to gay and lesbian couples has emerged as one of the most highly contested social issues. In response, research and polling organizations have sought to measure attitudes on the topic. In this article, we report the results of an Internet experiment testing for framing and context effects on attitudes towards the legal recognition of gay and lesbian relationships. We report an increase in the odds of respondents strongly expressing their opinion when the experiment utilizes the same-sex or homosexual frames, relative to when the experiment utilizes the gay and lesbian frame. We also report an increase in support for civil unions when asked in context, but not for marriage.