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

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.