Wändi Bruine de Bruin|Ann Bostrom
Assessing what to address in science communication
University of Leeds|Carnegie Mellon University|University of Washington
members democratic society individuals face complex decisions whether support climate change mitigation vaccinations genetically modified food nanotechnology geoengineering inform peoples decisions public debate scientific experts government agencies nongovernmental organizations organizations aim provide understandable scientifically accurate communication materials communications aim improve peoples understanding decisionrelevant issues needed promote behavior change unfortunately existing communications sometimes fail scientific experts lack information people need know make informed decisions wording people use describe relevant concepts provide introduction scientific experts use mental models research intended audience members inform communication efforts specifically describe conduct interviews characterize peoples decisionrelevant beliefs mental models topic consideration identify gaps misconceptions knowledge reveal preferred wording also describe methods designing followup surveys larger samples examine prevalence beliefs well relationships beliefs behaviors finally discuss findings interviews surveys used design communications effectively address gaps misconceptions peoples mental models wording understand present applications different scientific domains showing approach leads communications improve recipients understanding ability make informed decisions