This study investigates how reform messages framing the welfare state affect public perceptions of future financial sustainability across Germany, Norway, and Sweden.

Research Design: Field experiments exposing citizens to different narratives about welfare challenges.

Key findings highlight a significant contrast:

• Counterintuitive: Messages linking reforms specifically to undeserving groups (especially immigration) generated stronger worry than those emphasizing deserving groups like aging populations.
• Consistent with Newer Framing: Focusing on specific economic threats tied to particular groups proved more effective at inducing concern across diverse welfare states.
• Contradictory to Broad Framing Hypothesis:* Messages spanning multiple broad challenges (like both immigration and aging) had weaker impact, contrary to the expectation that highlighting diverse pressures would increase perceived urgency.

Why It Matters: These results complicate traditional deservingness theories regarding welfare reform perceptions. They suggest that effective political communication about welfare state change often relies on framing reforms specifically around threats perceived as targeting undeserving groups rather than broad societal challenges.