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Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics

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  • John C Besley
  • Kathryn O’Hara
  • Anthony Dudo

Abstract

Strategic science communicators need to select tactics that can help them achieve both their short-term communication objectives and long-term behavioral goals. However, little previous research has sought to develop theory aimed at understanding what makes it more likely that a communicator will prioritize specific communication tactics. The current study aims to advance the development of a theory of strategic science communication as planned behavior based on the Integrated Behavioral Model. It does so in the context of exploring Canadian scientists’ self-reported willingness to prioritize six different tactics as a function of attitudinal, normative, and efficacy beliefs. The results suggest that scientists’ beliefs about ethicality, norms, response efficacy, and self-efficacy, are all meaningful predictors of willingness to prioritize specific tactics. Differences between scientists in terms of demographics and related variables provide only limited benefit in predicting such willingness.

Suggested Citation

  • John C Besley & Kathryn O’Hara & Anthony Dudo, 2019. "Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics," PLOS ONE, Public Library of Science, vol. 14(10), pages 1-18, October.
    • Handle: RePEc:plo:pone00:0224039
    DOI: 10.1371/journal.pone.0224039
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    References listed on IDEAS

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    1. Shupei Yuan & John C. Besley & Chen Lou, 2018. "Does being a jerk work? Examining the effect of aggressive risk communication in the context of science blogs," Journal of Risk Research, Taylor & Francis Journals, vol. 21(4), pages 502-520, April.
    2. Rajagopal, 2015. "Reasoned Action and Planned Behavior," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 2, pages 30-65, Palgrave Macmillan.
    3. Anthony Dudo & John C Besley, 2016. "Scientists’ Prioritization of Communication Objectives for Public Engagement," PLOS ONE, Public Library of Science, vol. 11(2), pages 1-18, February.
    4. Kurt Neuwirth & Sharon Dunwoody & Robert J. Griffin, 2000. "Protection Motivation and Risk Communication," Risk Analysis, John Wiley & Sons, vol. 20(5), pages 721-734, October.
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