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

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  • Yang Yang
  • Jill E. Hobbs

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.

Suggested Citation

  • Yang Yang & Jill E. Hobbs, 2020. "The Power of Stories: Narratives and Information Framing Effects in Science Communication," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(4), pages 1271-1296, August.
    • Handle: RePEc:wly:ajagec:v:102:y:2020:i:4:p:1271-1296
    DOI: 10.1002/ajae.12078
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    Cited by:

    1. Stephan S. Marette & Anne-Célia Disdier & John C Beghin, 2020. "A Comparison of EU and US consumers' willingness to pay for gene-edited food: Evidence from apples," PSE Working Papers halshs-02872222, HAL.
    2. Malte Welling & Ewa Zawojska & Julian Sagebiel, 2022. "Information, Consequentiality and Credibility in Stated Preference Surveys: A Choice Experiment on Climate Adaptation," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 82(1), pages 257-283, May.
    3. Hu, Yang & House, Lisa A. & Gao, Zhifeng, 2022. "How do consumers respond to labels for crispr (gene-editing)?," Food Policy, Elsevier, vol. 112(C).
    4. John C. Beghin & Christopher R. Gustafson, 2021. "Consumer Valuation of and Attitudes towards Novel Foods Produced with New Plant Engineering Techniques: A Review," Sustainability, MDPI, vol. 13(20), pages 1-17, October.
    5. Welling, Malte & Sagebiel, Julian & Rommel, Jens, 2023. "Information processing in stated preference surveys," Journal of Environmental Economics and Management, Elsevier, vol. 119(C).
    6. Kar Ho Lim & Wuyang Hu, 2023. "Contextual reference price in choice experiments," American Journal of Agricultural Economics, John Wiley & Sons, vol. 105(4), pages 1288-1306, August.
    7. Brandon R. McFadden & Brittany N. Anderton & Kelly A. Davidson & John C. Bernard, 2021. "The effect of scientific information and narrative on preferences for possible gene‐edited solutions for citrus greening," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(4), pages 1595-1620, December.
    8. Götz, Linde & Svanidze, Miranda & Tissier, Alain & Brand Duran, Alejandro, 2022. "Consumers’ willingness to Buy CRISPR gene-edited tomatoes: Evidence from a choice experiment case study in Germany," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(2).
    9. Yulian Ding & Jianyu Yu & Yangyang Sun & Rodolfo M. Nayga & Yunyun Liu, 2023. "Gene‐edited or genetically modified food? The impacts of risk and ambiguity on Chinese consumers' willingness to pay," Agricultural Economics, International Association of Agricultural Economists, vol. 54(3), pages 414-428, May.

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