Effects of Message Framing on Public Responses to Using Genetic Engineering to Restore American Chestnut Trees

Abstract

Data from two studies examined the: (a) attitudes and behavioral intentions of the public regarding the use of genetic engineering (GE) for addressing chestnut blight and helping to restore American chestnut trees (AC); and (b) extent that these attitudes and intentions are susceptible to message framing. Data from a representative sample of the United States public (n = 278) showed this sample felt, on average, neutral to slightly positive about using GE to restore AC trees. The majority (57%) would vote for this use of GE and were certain of these intentions. Data from an experiment (multiple treatments) conducted with other members of the public (n = 528), however, showed that these attitudes and intentions are susceptible to persuasion, as both between- and within-subjects comparisons showed that support dropped dramatically once messages provided negative or opposing arguments. Negatively worded information coupled with messages about scientific consensus in opposition yielded the most negative responses.

Keywords:

• Attitudes
• chestnut trees
• framing
• genetic engineering
• intentions
• persuasion

Acknowledgments

The authors thank the US Endowment for Forestry and Communities and the Forest Health Initiative for funding this research. Three anonymous reviewers, the Associate Editor, and the Editors-In-Chief are thanked for their comments on earlier versions of this article.

Additional information

Funding

Funding was from the US Endowment for Forestry and Communities and the Forest Health Initiative, grant number 2013-015.