Science Exemplars in the Eye of the Beholder

• Published in: Scandinavian journal of public health Vol. 37; no. 5; p. 575
• Main Authors: Knobloch-Westerwick, Silvia, Johnson, Benjamin K, Silver, Nathaniel A, Westerwick, Axel
• Format: Journal Article
• Language: English
• Published: Oslo SAGE PUBLICATIONS, INC 01-10-2015
• Subjects: Attitudes; Biofuels; Confirmatory bias; Empathy; Nanotechnology; Numeracy; Technology
• ISSN: 1403-4948
• DOI: 10.1177/1075547015596367

Drawing on exemplification theory and confirmation bias, this study examined exposure to online science information and subsequent attitude impacts. Participants freely browsed online messages manipulated to feature (a) either exemplar or numeric information and (b) opposing viewpoints, resulting in a 2 (exemplar vs. numeric) × 2 (supporting vs. opposing technology) within-subjects design. Online search findings pertained to four different topics: fracking, biofuels, genetically modified foods, and nanotechnology. Attitudes toward science topics were measured before and after exposure. Exemplar messages fostered longer reading among high-empathy individuals but less exposure among high-numeracy individuals. Participants preferred attitude-consistent messages, which produced attitude shifts.