Researchers at the University of Cambridge’s Political Psychology Lab have conducted a study examining how British attitudes toward European immigrants can be influenced by targeted messaging. The experiment involved more than 3,000 adults in the UK and tested whether exposure to different types of information could shift opinions about migration from Europe.
Participants were randomly assigned to read either a neutral text about baking bread or a brief profile of “Sonia,” an NHS nurse from Poland who enjoys British wildlife documentaries. Among those who read Sonia’s story, 73% described EU migration as positive, compared to 53% in the control group—a difference of 20 percentage points.
The research team designed the message about Sonia to appeal specifically to voters with “authoritarian” personality traits, such as a preference for rules and norms and a desire for strong leadership. Previous studies have linked these traits to opposition to immigration and support for leaving the EU during the 2016 Referendum. Polling before last year’s general election indicated that Conservative and Reform UK voters scored higher on authoritarianism measures than Labour, Green, or Lib Dem voters.
Lead author Dr Tessa Buchanan commented on the findings: “This study shows that making a positive case for migration from Europe can sway UK public opinion, something many in Westminster have appeared to doubt.” She also referenced former Prime Minister David Cameron’s memoirs, noting his uncertainty over how to address immigration concerns.
Senior author Dr Lee de-Wit said: “From ‘stop the boats’ to ‘smash the gangs’, much of the political debate on immigration has understandably responded to public concerns about control. This means that the dominant narrative around immigration focuses on the negatives.” He added: “While there is clearly a legitimate debate to be had about levels of immigration, the risk is that politicians dismiss those with concerns as people who can’t be persuaded of its advantages.”
Dr de-Wit also noted: “Previous research, including by our lab, shows people often think those they disagree with are irrational or misinformed, or more extreme in their beliefs than they are. This is especially true for how Labour supporters think about Conservatives. The worry is that this leads one side to stop engaging with arguments that might change minds on the other.”
The most effective message combined factual information—such as data from the Office for Budget Responsibility and statistics showing that over a quarter of UK hospital doctors and about one in five nurses come from overseas—with Sonia’s personal story. The narrative asked readers to consider issues like unfilled essential jobs in sectors such as fuel delivery and care homes.
A second message was crafted for voters with lower authoritarianism scores. In this version, Sonia was portrayed as a fashion design student interested in starting a shoe-export business who appreciated cultural diversity during national events. This approach raised positive views on EU migration by 12 percentage points above baseline (from 53% to 65%), though it was less effective than the first message.
Buchanan concluded: “A swing of twenty points on such a divisive issue, triggered by just a few paragraphs, tells us that attitudes to EU immigration in Britain are far from fixed.” She added: “We found that when you tell people a positive story about EU migrants who come here to work and embrace British society then they react positively. This may be a message they have not heard much before.” Buchanan also suggested this strategy could be particularly effective for migrants from culturally similar countries within Europe.
The study used survey data collected by YouGov in March 2023 from 3,067 adults representative of age, education, gender, and political affiliation across the UK population. Each participant completed psychological tests measuring authoritarianism and social dominance orientation.
Research cited by Cambridge notes that media coverage leading up to the EU Referendum emphasized threats posed by migrants more frequently than media in other European countries. A Kings College London analysis found European immigration was consistently featured negatively on UK newspaper front pages during this period.