Public understanding of One Health message: The role of temporal framing
Building on research in motivated reasoning and framing in science communication, we examine how messages that vary attribution of responsibility (human vs animal) and temporal orientation (now vs in the next 10 years) for wildlife disease risk influence individuals’ conservation intentions. We conducted a randomized experiment with a nationally representative sample of US adults (N = 355), which revealed that for people low in biospheric concern, messages that highlighted both human responsibility for and the imminent nature of the risk failed to enhance conservation intentions compared with messages highlighting animal responsibility. However, when messages highlighting human responsibility placed the risk in a temporally distal frame, conservation intentions increased among people low in biospheric concern. We assess the underlying mechanism of this effect and discuss the value of temporal framing in overcoming motivated skepticism to improve science communication.
attribution of responsibility, biospheric concern, framing, One Health, pro-environmental behavior, science communication, temporal distance
Public Relations and Advertising
Public Understanding of Science
SAGE Publications (UK and US)
Sungjong ROH; RICKARD, Laura N; MCCOMAS, Katherine A; and DECKER, Daniel J.
Public understanding of One Health message: The role of temporal framing. (2016). Public Understanding of Science. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5039
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