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The Power of Stories: Narratives and Information Framing Effects in Science Communication
Author(s) -
Yang Yang,
Hobbs Jill E.
Publication year - 2020
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.1002/ajae.12078
Subject(s) - narrative , framing (construction) , psychology , agency (philosophy) , multinomial logistic regression , science communication , framing effect , sociology , social psychology , computer science , linguistics , social science , history , mathematics education , science education , philosophy , archaeology , machine learning , persuasion
This article explores information framing effects by comparing the effectiveness of using logical‐scientific versus narrative information to communicate with consumers about a new biotechnology application (gene editing). Using data from an online survey of 804 Canadian adults, a discrete choice experiment elicits preferences for diverse novel food attributes and technologies, with respondents randomly assigned to different information conditions. We construct a logical‐scientific information condition, written in a scientific style using the passive voice with generalized and impersonal language and attributed to either a government agency or a scientific organization. In contrast, we frame the narrative‐style information condition as a story, using a lively and vivid personal style, and attributed to either a science journalist or a consumer blogger. Data are analyzed using multinomial logit and random parameters logit models. We find that the information format (logical‐scientific vs. narrative) matters: narratives help reduce negative perceptions regarding agricultural and food technologies. We also examine factors that predispose consumers to seek logical‐scientific versus narrative information sources.