The Power of Stories: Narratives and Information Framing Effects in Science Communication

Yang Yang and Jill Hobbs

American Journal of Agricultural Economics, 2020, vol. 102, issue 4, 1271-1296

Abstract: 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.

Date: 2020
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https://doi.org/10.1002/ajae.12078

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Persistent link: https://EconPapers.repec.org/RePEc:wly:ajagec:v:102:y:2020:i:4:p:1271-1296

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