AbstractWe execute an original survey experiment to examine the extent and determinants of support for a nascent policy issue, universal basic income (UBI), in the American public. We explore the effects of how UBI is framed (either in the context of values or the context of policy), finding three key results. First, UBI is primarily a Democratic and liberal policy. Second, negative arguments against UBI move support for UBI more than positive arguments. Third, and surprisingly, respondents are equally affected by both policy‐driven and value‐driven arguments about UBI. In conclusion, an increase in messaging about UBI is likely to widen existing partisan differences in UBI support. These differences are unlikely to be won over by policy or values arguments.