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Watch in slide show mode to observe (modest) animation.
Download paper here.
www.culturalcognition.net
A Two-Channel Strategy (Model!) of Science Communication
Research Supported by: National Science Foundation, SES-0922714, - 0621840 & -0242106 Ruebhausen Fund, Yale Law School
Dan M. Kahan Yale University
& many many others!
1. Cultural cognition & the Science Communication Problem
2. Two-Channel Communication Strategy
3. Engaging the public, satisfying its appetite to know
What am I talking about? . . .
Hierarchy
Egalitarianism
Abortion procedure
Cultural Cognition of Risk
compulsory psychiatric treatment
Abortion procedure
compulsory psychiatric treatment
Risk Perception KeyLow RiskHigh Risk
Individualism Communitarianism
Environment: climate, nuclear
Guns/Gun Control
Guns/Gun Control
HPV Vaccination
HPV Vaccination
Gays military/gay parenting
Gays military/gay parenting
Environment: climate, nuclearhierarchical individualists hierarchical communitarians
egalitarian communitariansegalitarian individualists
Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74 (2011).
0%
25%
50%
75%
100%
No Information Information-Exposed
Bene
ifts >
Risk
s
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
Source: Kahan , Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), 87-91 (2009)
* Change across conditions significant at p < 0.05
0%
25%
50%
75%
100%
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
Perc
eive
Ben
efits
> R
isks
0%
25%
50%
75%
100%
No Information Information-Exposed
Bene
ifts >
Risk
s
Experiment Condition Experiment ConditionNo Info. No Info.Info.-Exposed
0%
25%
50%
75%
100%
85%77%
61% 61%
Info.-Exposed
86%*
23%*
63%Unfamiliar with Nano
Familiar with Nano
Figure 1
EgalitarianCommunitarian
HierarchicalIndividualist
Ben
efits
> R
isks
Source: Kahan , Braman, Slovic, Gastil & Cohen Cultural Cognition of Nanotechnology Risks and Benefits, Nature Nanotechnology, 4(2), 87-91 (2009)
* Change across conditions significant at p < 0.05
0%
25%
50%
75%
100%
Perc
eive
Ben
efits
> R
isks
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, lower risk perception
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, lower risk perception
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, lower risk perception
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, lower risk perception
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, lower risk perception
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension,
“How much risk do you believe climate change poses to human health, safety, or prosperity?”
U.S. general population survey, N = 1,500. Scale 0 (“no risk at all”) to 10 (“extreme risk”), M = 5.7, SD = 3.4. CIs reflect 0.95 level of confidence.
-1. 00
-0. 75
-0. 50
-0. 25
0.00
0.25
0.50
0.75
1.00
low hig h
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-
scor
e) Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science ComprehensionLow High
perc
eive
d ris
k (z-s
core
)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Sample Overall
-1.00
-0.75
-0.50
-0.25
0.00
0.25
0.50
0.75
1.00
low high
Greater
Lesser
Science Comprehension
Low High
perc
eive
d ris
k (z
-scor
e)
Egalitarian Communitarian
Hierarchical Individualist
Actual Response
-1 .00
-0 .75
-0 .50
-0 .25
0 .00
0 .25
0 .50
0 .75
1 .00
lo w hig h
Sample Overall
Higher science comprehension, greater polarization
1. Cultural cognition & the Science Communication Problem
2. Two-Channel Communication Strategy
3. Engaging the public, satisfying its appetite to know
What am I talking about? . . .
RiskPerception
channel 1: content
Two Channel Communication Strategy
Information channel 2: meaning
4. Experimental response items
A. Evidence Skepticism Module
13. Convincing. We would like to know what you think of the Nature Science study, excerpts of which you just read. In your view, how convincing was the study on a scale of 0-10 with 0 meaning “completely unconvincing” to 10 meaning “completely convincing”?
Please indicate how strongly you disagree or agree with the following statements concerning the study. [Strongly disagree, moderately disagree, slightly disagree, slightly agree, moderately agree, strongly agree]
14. Biased. The scientists who did the study were biased. 15. Computers. Computer models like those relied on in the study are not a
reliable basis for predicting the impact of CO2 on the climate. 16. Moredata. More studies must be done before policymakers rely on the
findings of the Nature Science study.
study_dismiss scale (α = 0.85)
Hierarchy
Egalitarianism
Individualism
Climate change
Cultural Cognition Worldviews
Communitarianism
Climate change
Risk Perception KeyLow RiskHigh Risk
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
Control Condition
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
Anti-pollution Condition
Geoengineering Condition
4. Experimental response items
A. Evidence Skepticism Module
13. Convincing. We would like to know what you think of the Nature Science study, excerpts of which you just read. In your view, how convincing was the study on a scale of 0-10 with 0 meaning “completely unconvincing” to 10 meaning “completely convincing”?
Please indicate how strongly you disagree or agree with the following statements concerning the study. [Strongly disagree, moderately disagree, slightly disagree, slightly agree, moderately agree, strongly agree]
14. Biased. The scientists who did the study were biased. 15. Computers. Computer models like those relied on in the study are not a
reliable basis for predicting the impact of CO2 on the climate. 16. Moredata. More studies must be done before policymakers rely on the
findings of the Nature Science study.
study_dismiss scale (α = 0.85)
RiskPerception
channel 1: content
Two Channel Communication Strategy
Information channel 2: meaning
Anti-pollution Condition
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
Geoengineering Condition
RiskPerception
channel 1: content
Two Channel Communication Strategy
Information channel 2: meaning
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
anti-pollution
-1.20-1.00-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20
control pollution geoengineering
HI
EC
z_St
udy
dism
iss 2
Dismiss
Credit
Study dismissiveness
Hierarch IndividEgal Commun
anti-pollution
1.0
1.5
2.0
2.5
control pollution geoengineering
more polarization
lesspolarization
Polarizationz_
Stud
y di
smiss
2
anti-pollution
1. Cultural cognition & the Science Communication Problem
2. Two-Channel Communication Strategy
3. Engaging the public, satisfying its appetite to know
What am I talking about? . . .
RiskPerception
channel 1: content
Two Channel Communication Strategy
Information channel 2: meaning
1. Cultural cognition & the Science Communication Problem
2. Two-Channel Communication Strategy
3. Engaging the public, satisfying its appetite to know
What am I talking about? . . .
