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Conversion messages and attitude change: Strong arguments, not costly signals
Benjamin A Lyons1, Ariel Hasell2, Meghnaa Tallapragada3
1University of Exeter, UK.
Public Understanding of Science (Bristol, England)
|January 11, 2019
Summary
Conversion narratives about controversial science, like genetically modified crops, can sway public opinion. Explaining the conversion process, not just stating it, more effectively influences attitudes by strengthening arguments.
Area of Science:
- Agricultural Science
- Environmental Science
- Communication Studies
Background:
- Conversion narratives detail shifts in belief systems.
- Limited understanding exists regarding the impact of conversion narratives on attitudes towards controversial science.
- Genetically modified (GM) crops remain a topic of public debate.
Purpose of the Study:
- To assess the attitudinal impact of conversion narratives on controversial science.
- To compare the effects of one-sided vs. two-sided conversion messages.
- To investigate the mechanisms (perceived argument strength, speaker credibility) through which conversion narratives influence attitudes.
Main Methods:
- An experiment was conducted with a general US population sample.
- Participants were exposed to three versions of a statement by an environmental activist detailing his conversion regarding GM crops.
- Attitudinal changes were measured, differentiating between messages that merely indicated conversion versus those that explained the conversion process.
Main Results:
- Conversion messages influenced audience attitudes towards GM crops.
- The impact was mediated by perceived argument strength, not speaker credibility.
- Messages that detailed the conversion process were more effective than those that did not.
Conclusions:
- Conversion narratives, particularly those explaining the process, can effectively shape attitudes on controversial scientific topics.
- The mechanism of influence appears to be through enhanced argument elaboration rather than enhanced speaker credibility.
- These findings suggest that conversion narratives may foster more durable attitudes towards controversial science.
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