Title
Changing attitudes toward scientists by reducing intergroup biases: How a signage intervention focused on decategorization and recategorization improved trust
Author(s)
Beauchamp, Alexandra L.; Roberts, Su-Jen; Piper, Craig
Published
2022
Publisher
Journal of Science Communication
Published Version DOI
https://doi.org/10.22323/2.21060203
Abstract
We experimentally examined how messaging strategies that prompted differences in how scientists are categorized as a group increased positive science attitudes among non-scientists. Results from the first study showed that messaging which personalizes science or highlights shared common identities with scientists diminishes outgroup effects through recategorization or decategorization, respectively. Study 2 largely replicated these results in an ecologically valid setting: a zoo. Collectively, these studies support the use of the recategorization strategy for improving trust and science attitudes, but produced less consistent effects for decategorization. The results emphasized the importance of contextualized messaging when creating effective appeals in science communication.
Keywords
public perception of science and technology; science centres and museums; science communication; theory and models

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PUB35794