"This study places the most common recommendation from practitioners—that migration communication should be based on values—within the broader scientific literature by introducing Schwarz’s psychological theory of ‘basic human values’ and then using European Social Survey data to visualise the relationship between these values and attitudes to immigration, a relationship already well established in the political psychology literature. It is argued that messaging with a value-basis that is concordant with that of its audience is more likely to elicit sympathy, whereas that which is discordant with the values of its audience is more likely to elicit antipathy. Given the value-balanced orientations of those with moderate attitudes to immigration, persuasive migration messaging should also attempt to mobilise values of its opposition; i.e. pro-migration messaging should mobilise Schwarz’s values of conformity, tradition, security and power, whereas anti-migration messaging should mobilise values of universalism, benevolence, self-direction and stimulation." (Introduction, page 9)