Moral Judgment
Whether the title makes an explicit moral judgment — framing something as right or wrong, just or unjust, using the language of morality, fairness, or ethical obligation.
Moral framing activates tribal identity. When a title says something is 'wrong' or 'unjust,' viewers who agree feel validated and click to reinforce their beliefs. Viewers who disagree may also click to engage with the conflict. Either way, moral framing drives stronger engagement than neutral framing.
Average Video shows the effect on a typical video. Top 10% Video shows the effect on videos in the top 10% of views — estimated via quantile regression, so you can see whether a factor helps most videos a little, or pushes the top performers much higher.
When present
The title frames the content through an explicit moral lens — something is right, wrong, or unjust.
Videos with this factor
When absent
The title presents the content without explicit moral framing.