Editor

Kathleen P. Hunt

Proceedings Title

Understanding the Role of Trust and Credibility in Science Communication

Description

This study looked at how preexisting values influence audience processing of scientific information focusing on the topic of GMOs and how that may affect the audience’s interpretation of the message regardless of the communicator’s credibility or trustworthiness. Research found that attitude accessibility, agricultural identity and in some cases a biospheric value orientation were the most important predictors for a number of constructs related to GMO attitudes. Agricultural identity did not correlate with other value orientations, yet was the strongest predictor of many related attitudes. These results support previous ELM research and emphasize the complex nature of science and persuasive communication.

DOI

https://doi.org/10.31274/sciencecommunication-181114-17

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Share

COinS
 
Jan 1st, 12:00 AM

Using Values to Communicate Agricultural Science: An Elaboration Likelihood Model Approach

This study looked at how preexisting values influence audience processing of scientific information focusing on the topic of GMOs and how that may affect the audience’s interpretation of the message regardless of the communicator’s credibility or trustworthiness. Research found that attitude accessibility, agricultural identity and in some cases a biospheric value orientation were the most important predictors for a number of constructs related to GMO attitudes. Agricultural identity did not correlate with other value orientations, yet was the strongest predictor of many related attitudes. These results support previous ELM research and emphasize the complex nature of science and persuasive communication.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.