1. Watch in slide show mode to observe (modest) animation.

2. www.culturalcognition.net Decision-relevant Science: Who Distrusts Whom About What and Why? Dan M. Kahan Yale University & many many others! Research Supported by: National Science Foundation, SES-0922714, - 0621840 & -0242106

3. Trust and the science communication problem

4. Public opinion: federal govt should fund science Agree or disagree? source: NSF Science & Engineering Indicators 2014, ch. 7.

5. Public opinion: federal govt should fund science Agree or disagree? source: NSF Science & Engineering Indicators 2014, ch. 7.

8. Public opinion: amount of federal funding? Too little or too much? source: NSF Science & Engineering Indicators 2014, ch. 7.

9. Public opinion: amount of federal funding? Too little or too much? source: NSF Science & Engineering Indicators 2014, ch. 7.

10. Federal support for science research source: NSF Science & Engineering Indicators 2014, ch. 7. Level of support for science research U.S. Public Opinion

11. Public opinion: amount of federal funding? Too little or too much? source: NSF Science & Engineering Indicators 2014, ch. 7.

12. How would you feel if son/daughter grew up to be a scientist? happy unhappy (boy) unhappy (girl) 0 20 40 60 80 100 198320012012 percent source: NSF Science & Engineering Indicators 2014, ch. 7.

13. How would you feel if son/daughter grew up to be a scientist? happy unhappy (boy) unhappy (girl) 0 20 40 60 80 100 198320012012 happy percent source: NSF Science & Engineering Indicators 2014, ch. 7.

14. How would you feel if son/daughter grew up to be a scientist? happy unhappy (boy) unhappy (girl) 0 20 40 60 80 100 198320012012 happy percent (boy) (girl) unhappy source: NSF Science & Engineering Indicators 2014, ch. 7.

15. How would you feel if son/daughter grew up to be a scientist? happy unhappy (boy) unhappy (girl) 0 20 40 60 80 100 198320012012 happy percent (boy) (girl) unhappy source: NSF Science & Engineering Indicators 2014, ch. 7.

16. How would you feel if son/daughter grew up to be a scientist? happy unhappy (boy) unhappy (girl) 0 20 40 60 80 100 198320012012 happy percent (boy) (girl) unhappy source: NSF Science & Engineering Indicators 2014, ch. 7.

17. “scientists are helping to solve challenging problems” “scientists are dedicated people who work for the good of humanity” Are scientists public spirited? source: NSF Science & Engineering Indicators 2014, ch. 7. % % % % % % % % % % %

20. Trust and the science communication problem

22. 1.Members of the public do trust scientists. 2. Members of culturally opposing groups distrust each other. 3.When facts become entangled in conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

23. 1.Members of the public do trust scientists. 2. Members of culturally opposing groups distrust each other. 3.When facts become entangled in conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

24. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other 3.When facts become entangled in conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

25. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

26. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, Trust and the science communication problem

27. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

29. Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74 (2011).

30. Hierarchy Egalitarianism marijuana legalization Individualism Communitarianism Environment: climate, nuclear Guns/Gun Control Gays military/gay parenting Environment: climate, nuclear hierarchical communitarians egalitarian individualists Cultural Cognition Worldviews egalitarian communitarians Risk Perception Key Low Risk High Risk cats/annoying varmints hierarchical individualists abortion protestors/war protesotrs

31. Hierarchy Egalitarianism Cultural Cognition Worldviews Risk Perception Key Low Risk High Risk Individualism Communitarianism Environment: climate, nuclear Guns/Gun Control Environment: climate, nuclear

32. Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74 (2011).

33. High Risk (science conclusive) Low Risk (science inconclusive) Climate Change

34. Low Risk (safe) High Risk (not safe) Geologic Isolation of Nuclear Wastes

35. High Risk (Increase crime) Low Risk (Decrease Crime) Concealed Carry Laws

36. N = 1,500. Derived from ordered-logit regression analysis, controlling for demographic and political affiliation/ideology variables. Culture variables set 1 SD from mean on culture scales. CIs reflect 0.95 level of confidence Concealed Carry Climate Change Nuclear Power 31% 54% 22% 58% 61% 72% Difference in Likelihood of Agreeing Scientist is “Expert” 60% 40% 20% 0 20% 40% 60% Egalitarian Communitarian More Likely to Agree Hierarchical Individualist More Likely to Agree Featured scientist is a knowledgeable and credible expert on...

37. Hierarchy Egalitarianism Cultural Cognition Worldviews Risk Perception Key Low Risk High Risk Individualism Communitarianism Climate change Nuclear waste disposal Concealed carry bans

38. Hierarchy Egalitarianism Cultural Cognition Worldviews Individualism Communitarianism Climate change Nuclear waste disposal Perceived Scientific Consensus: Low Risk High Risk Concealed carry bans

39. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

42. Hierarchy Egalitarianism Risk Perception Key Low Risk High Risk Individualism Communitarianism HPV Vaccination Cultural Cognition Worldviews HPV Vaccination

43. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument

44. Pct. Agree “The HPV vaccine is safe for use among young girls...” No Argument Balanced Argument

45. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument Balanced Argument

46. Hierarchy Egalitarianism Communitarianism Individualism Culturally Identifiable Experts

47. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument Balanced Argument

48. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument Expected Argument/Advocate Alignment Balanced Argument

49. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument Expected Argument/Advocate Alignment Balanced Argument

50. “The HPV vaccine is safe for use among young girls...” Pct. Agree No Argument Expected Argument/Advocate Alignment Unexpected Argument/Advocate Alignment Balanced Argument

51. No Argument Expected Argument/Advocate Alignment Unexpected Argument/Advocate Alignment Balanced Argument Pct. Agree “The HPV vaccine is safe for use among young girls...”

52. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. Trust and the science communication problem

53. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. 4. Prescription: Trust and the science communication problem

54. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. 4. Prescription: To translate public trust in science into convergence on science-informed policy, Trust and the science communication problem

55. 1.Members of the public do trust scientists. 2.Members of culturally opposing groups distrust each other when they perceive their status is at risk. 3.When facts become entangled in status conflicts between culturally opposing groups, members of the public will form divergent perceptions of what scientists believe. 4.Prescription: To translate public trust in science into convergence on science-informed policy, protect decision-relevant science from entanglement in culturally antagonisitic meanings! Trust and the science communication problem

56. Hierarchy Egalitarianism marijuana legalization Individualism Communitarianism Environment: climate, nuclear Guns/Gun Control Gays military/gay parenting Environment: climate, nuclear Cultural Cognition Worldviews Risk Perception Key Low Risk High Risk HPV vaccination abortion protestors/war protesotrs

57. HPV vaccine...... HBV vaccine

58. HPV vaccine...... HBV vaccine pertussis polio MMR childhood (19-35 mos.) vaccination coverage HBV

59. June 2006 Feb. 2007 Merck’s Gardasil marketing strategy…

60. vs.

61. June 2006 Feb. 2007 Merck’s Gardasil marketing strategy…

62. June 2006 Feb. 2007 Merck’s Gardasil marketing strategy… Oct. 2009

63. Merck’s Gardasil marketing strategy…

65. Oct. 2009 Merck’s Gardasil marketing strategy…

66. Culturally Identifiable Experts Source: Kahan, D.M., Braman, D., Cohen, G.L., Gastil, J. & Slovic, P. Who Fears the HPV Vaccine, Who Doesn't, and Why? An Experimental Study of the Mechanisms of Cultural Cognition. L. & Human Behavior 34, 501-516 (2010). Hierarchy Egalitarianism Communitarianism Individualism

67. J. Am. Med. Ass’n 297, 1921-1923 (2007) Oct. 2005…

68. Oct. 2007

69. Trust and the science communication problem

70. Cultural Cognition Cat Scan Experiment Go to www.culturalcognition.net!