Why are people antiscience, and what can we do about it?

From vaccination refusal to climate change denial, antiscience views are threatening humanity. When different individuals are provided with the same piece of scientific evidence, why do some accept whereas others dismiss it? Building on various emerging data and models that have explored the psychology of being antiscience, we specify four core bases of key principles driving antiscience attitudes. These principles are grounded in decades of research on attitudes, persuasion, social influence, social identity, and information processing. They apply across diverse domains of antiscience phenomena. Specifically, antiscience attitudes are more likely to emerge when a scientific message comes from sources perceived as lacking credibility; when the recipients embrace the social membership or identity of groups with antiscience attitudes; when the scientific message itself contradicts what recipients consider true, favorable, valuable, or moral; or when there is a mismatch between the delivery of the scientific message and the epistemic style of the recipient. Politics triggers or amplifies many principles across all four bases, making it a particularly potent force in antiscience attitudes. Guided by the key principles, we describe evidence-based counteractive strategies for increasing public acceptance of science.

Brain and behavioral contributions to individual choices in response to affective-cognitive persuasion.

Affective and cognitive information conveyed by persuasive stimuli is evaluated and integrated by individuals according to their behavioral predispositions. However, the neurocognitive structure that supports persuasion based on either affective or cognitive content is poorly understood. Here, we examine the neural and behavioral processes supporting choices based on affective and cognitive persuasion by integrating 4 information processing features: intrinsic brain connectivity, stimulus-evoked brain activity, intrinsic affective-cognitive orientation, and explicit target evaluations. We found that the intrinsic cross-network connections of a multimodal fronto-parietal network are associated with individual affective-cognitive orientation. Moreover, using a cross-validated classifier, we found that individuals' intrinsic brain-behavioral dimensions, such as affective-cognitive orientation and intrinsic brain connectivity, can predict individual choices between affective and cognitive targets. Our findings show that affective- and cognitive-based choices rely on multiple sources, including behavioral orientation, stimulus evaluation, and intrinsic functional brain architecture.

Persuader-receiver neural coupling underlies persuasive messaging and predicts persuasion outcome.

Opportunities to persuade and be persuaded are ubiquitous. What interpersonal neural pathway in real-world settings determining successful information propagation in naturalistic two-person persuasion scenarios? Hereby, we extended prior research on a naturalistic dyadic persuasion paradigm (NDP) using dual-fNIRS protocol simultaneously measured the neural activity from persuader-receiver dyads while they engaged in a modified "Arctic Survival Task." Investigating whether neural coupling between persuaders and receivers underpinning of persuading and predict persuasion outcomes (i.e., receiver's compliance). Broadly, we indicated that the persuasive arguments increase neural coupling significantly compared to non-persuasive arguments in the left superior temporal gyrus-superior frontal gyrus and superior frontal gyrus-inferior frontal gyrus. G-causality indices further revealed the coupling directionality of information flows between the persuader and receiver. Critically, the neural coupling could be a better predictor of persuasion outcomes relative to traditional self-report measures. Eventually, temporal dynamics neural coupling incorporating video recording revealed neural coupling marked the micro-level processes in response to persuading messages and possibly reflecting the time that persuasion might occurs. The initial case of the arguments with targeted views is valuable as the first step in encouraging the receiver's compliance. Our investigation represented an innovative interpersonal approach toward comprehending the neuroscience and psychology underlying complex and true persuasion.

The (minimal) persuasive advantage of political video over text.

Concerns about video-based political persuasion are prevalent in both popular and academic circles, predicated on the assumption that video is more compelling than text. To date, however, this assumption remains largely untested in the political domain. Here, we provide such a test. We begin by drawing a theoretical distinction between two dimensions for which video might be more efficacious than text: 1) one's belief that a depicted event actually occurred and 2) the extent to which one's attitudes and behavior are changed. We test this model across two high-powered survey experiments varying exposure to politically persuasive messaging (total n = 7,609 Americans; 26,584 observations). Respondents were shown a selection of persuasive messages drawn from a diverse sample of 72 clips. For each message, they were randomly assigned to one of three conditions: a short video, a detailed transcript of the video, or a control condition. Overall, we find that individuals are more likely to believe an event occurred when it is presented in video versus textual form, but the impact on attitudes and behavioral intentions is much smaller. Importantly, for both dimensions, these effects are highly stable across messages and respondent subgroups. Moreover, when it comes to attitudes and engagement, the difference between the video and text conditions is comparable to, if not smaller than, the difference between the text and control conditions. Taken together, these results call into question widely held assumptions about the unique persuasive power of political video over text.

Persuading US White evangelicals to vaccinate for COVID-19: Testing message effectiveness in fall 2020 and spring 2021.

The development of COVID-19 vaccines was an important breakthrough for ending the pandemic. However, people refusing to get vaccinated diminish the level of community protection afforded to others. In the United States, White evangelicals have proven to be a particularly difficult group to convince to get vaccinated. Here we investigate whether this group can be persuaded to get vaccinated. To do this, we leverage data from two survey experiments, one fielded prior to approval of COVID-19 vaccines (study 1) and one fielded after approval (study 2). In both experiments, respondents were randomly assigned to treatment messages to promote COVID-19 vaccination. In study 1, we find that a message that emphasizes community interest and reciprocity with an invocation of embarrassment for choosing not to vaccinate is the most effective at increasing uptake intentions, while values-consistent messaging appears to be ineffective. In contrast, in study 2 we observe that this message is no longer effective and that most messages produce little change in vaccine intent. This inconsistency may be explained by the characteristics of White evangelicals who remain unvaccinated vis à vis those who got vaccinated. These results demonstrate the importance of retesting messages over time, the apparent limitations of values-targeted messaging, and document the need to consider heterogeneity even within well-defined populations. This work also cautions against drawing broad conclusions from studies carried out at a single point in time during the COVID-19 pandemic.

How Visual Aesthetics and Calorie Density Predict Food Image Popularity on Instagram: A Computer Vision Analysis.

Social media have become an important source where people are exposed to visual representations of foods. This study aims to understand what content factors contribute to the popularity of food images on Instagram. We collected 53,894 images from 90 popular food influencer accounts on Instagram over two years. Applying computer vision methods, we investigated the effects of visual aesthetics and calorie density of foods on audience engagement (i.e. likes, comments) as well as if the effects of visual aesthetics varied by calorie density. Our results showed that both visual aesthetics and calorie density were important predictors of image popularity. The use of arousing, warm colors such as red, orange, and yellow, feature complexity, and repetition predicted higher likes, whereas brightness, colorfulness, and compositional complexity acted reversely. A similar pattern was observed for comments. The calorie density of foods in images positively predicted likes and comments. Also, the effects of visual aesthetics varied by calorie content and were more pronounced for low-calorie images. Health practitioners who plan to harness the power of social media to encourage certain dietary behaviors should take visual aesthetics into account when designing persuasive messages and campaigns.

Effects of Character Accent on Perceived Similarity, Transportation, and Narrative Persuasion.

Guided by narrative transportation theory and the social identity approach, this study examined the effects of character accent on perceived similarity, transportation, and narrative persuasion. Cigarette smokers from Kentucky (N = 492) listened to a first-person narrative about smoking-induced lung cancer. The character spoke either with a Southern American English (SAE; ingroup) or a General American English (GAE; outgroup) accent. Opposite to predictions, the GAE-accented character was perceived as more similar overall, engendered greater transportation, elevated lung cancer risk perceptions, and promoted higher intentions to quit smoking than the SAE-accented character. Consistent with predictions, the effects of character accent on risk perceptions and intentions to quit were mediated by perceived similarity and transportation. Taken together, these findings indicate that narrative character accent is a potent cue to similarity judgments, but that actual linguistic similarity is not isomorphic with perceived overall similarity. Theoretical and practical implications for narrative persuasion are discussed.

Algorithm as Recommending Source and Persuasive Health Communication: Effects of Source Cues, Language Intensity, and Perceived Issue Involvement.

Algorithms are now playing significant roles in online health information selection and recommendation. A question arises as to when and why people would be persuaded by the content they recommend. We conducted a 4 (recommending source: algorithm, other users, a friend, the CDC) x 2 (language intensity: high vs. low) experiment to find out. Participants (N = 299) were exposed to a health-related public service announcement embedded in a social media post. The results showed that overall, an algorithm induced a similar level of compliance intention compared with other recommending sources. We also found a significant three-way interaction when comparing the effects of the algorithm and the CDC: for individuals with low issue involvement, the algorithm was less persuasive when paired with a message with high language intensity. In contrast, for high-involvement individuals, the algorithm elicited more fear than the CDC when recommending an assertive message, partially leading to more compliance intention.

Persuasive Effects of Temporal Framing in Health Messaging: A Meta-Analysis.

This meta-analysis investigated the persuasive effects of temporal framing in health messaging. Our analysis included 39 message pairs from 22 studies in 20 articles (N = 4,998) that examined the effects of temporal framing (i.e. present-oriented messages vs. future-oriented messages) on attitudes, intentions, and behaviors in health contexts. We found that present-oriented messages were significantly more persuasive than future-oriented messages in terms of intentions and integrated persuasive outcomes. Effects of temporal framing on attitudes and behaviors were not statistically significant. We tested six moderators of temporal framing effects (gain vs. loss framing, temporal framing operationalization, behavior type, timing of effect assessment, age, CFC levels) but none of them was statistically significant. Implications for future temporal framing research are discussed.

Reducing COVID-19 vaccine hesitancy among African Americans: the effects of narratives, character's self-persuasion, and trust in science.

This research examines the efficacy of self-persuasion narratives (i.e., narratives that describe how a character has changed their mind about the COVID-19 vaccines) in encouraging vaccine uptake among unvaccinated African Americans. A five-condition experiment (N = 394) was conducted in June 2021. Participants viewed one of the three pro-vaccine messages (a self-persuasion narrative, a narrative without self-persuasion, or a non-narrative message) or an irrelevant message or completed a self-persuasion task. Findings supported the persuasive benefits of the self-persuasion narrative compared to the narrative without self-persuasion, actual self-persuasion, and the irrelevant message. Its advantage over the narrative without self-persuasion was mediated by increased self-referencing, affective empathy, and perceived similarity with the character. Moreover, its psychological effects were moderated by participants' trust in science. Unexpectedly, the non-narrative showed persuasive benefits compared to other intervention strategies. The theoretical implications for narrative persuasion and practical implications for vaccine promotion were discussed.

Exploring the Interplay Between Message Format, Need for Cognition and Personal Relevance on Processing Messages About Physical Activity: a Two-Arm Randomized Experimental Trial.

BACKGROUND: According to the Elaboration Likelihood Model, persuasion can occur via two different routes (the central route and peripheral route), with the route utilized dependent on factors associated with motivation and ability. This study aimed to explore the moderating role of need for cognition (NFC) and perceived relevance on the processing of physical activity messages designed to persuade via either the central route or the peripheral route. METHOD: Participants (N = 50) were randomized to receive messages optimized for central route processing or messages optimized for peripheral route processing. Eye-tracking devices were used to assess attention, which was the primary outcome. Message perceptions and the extent of persuasion (changes in physical activity determinants) were also assessed via self-report as secondary outcomes. Moderator effects were examined using interaction terms within mixed effects models and linear regression models. RESULTS: There were no detected interactions between condition and NFC for any of the study outcomes (all ps > .05). Main effects of personal relevance were observed for some self-report outcomes, with increased relevance associated with better processing outcomes. An interaction between need for cognition and personal relevance was observed for perceived behavioral control (p = 0.002); greater relevance was associated with greater perceived behavioral control for those with a higher need for cognition. CONCLUSION: Matching physical activity messages based on NFC may not increase intervention efficacy. Relevance of materials is associated with greater change in physical activity determinants and may be more so among those with a higher NFC.

The content of Instagram posts featuring ultra-processed products through the lens of the heuristic-systematic model.

Digital marketing has seen a rapid rise in the last decade as a consequence of the increased popularity of social media. However, few studies so far have analyzed the prevalence and persuasive power of digital marketing of ultra-processed products. The present study aimed at: (i) analyzing the content of Instagram posts of ultra-processed products through the lens of the heuristic-systematic model, and (ii) evaluating the influence of the content of the posts on user interactions. A search for Instagram accounts of ultra-processed products was performed using a master list of products commercialized in the two most popular online supermarkets in Uruguay. For each of the identified Instagram accounts, all the content posted in a 6-month period was recorded (August 15th, 2020 to February 15th, 2021). The posts were analyzed using content analysis based on inductive coding, and gradient boosting models (GBMs) were used to address the second study objective. A total of 2178 Instagram posts promoting specific ultra-processed products or brands were identified. The posts included a diverse set of cues to trigger both systematic and heuristic processing. References to the pleasure derived from product consumption as well as health-related cues were most prevalent. The GBM showed that references to contests and raffles and invitations to interact encouraged users to engage with the posts through posting comments. Taken together, results stress the need to implement comprehensive regulatory approaches to reduce exposure to and the power of digital marketing of ultra-processed products given the harmful health-related consequences associated with excessive consumption of such products.

Explaining Boomerang Effects in Persuasive Health Communication: How Psychological Reactance to Healthy Eating Messages Elevates Attention to Unhealthy Food.

While psychological reactance is often invoked to explain the unintended boomerang effects of persuasive health messages, underlying processes that might explain how reactance affects behavior are rarely studied. We investigated whether messages that elicit reactance can bias attention by increasing the perception of information that potentially facilitates adverse behavior. Participants (N = 998) were assigned to one of three experimental conditions: reading an aggressive and emotional text asking them to stop eating meat (appeal condition); reading a neutral text about the nativeness and benefits of eating less meat (information condition); or completing an unrelated word count task (control condition). After assessing their reactance, participants were asked to identify as many words as possible in a word grid in which some words related to meat. Compared to the other conditions, the appeal condition elicited the greatest reactance. Furthermore, omnivore participants in this condition identified significantly more meat-related words when they reported higher levels of reactance. By showing that psychological reactance elicited by forceful health appeals increases attention to information that may facilitate the admonished behaviors, our findings contribute to an improved understanding of effective health communication.

Public Health Messaging to Address Indoor Tanning: A Scoping Review.

Indoor tanning (IT) is an avoidable skin cancer risk. Although numerous communication interventions have been assessed for IT deterrence, less attention has been paid to the persuasive messages within these interventions. This scoping review summarizes the current peer-reviewed literature on persuasive messages for IT. Overall, 20 articles (21 studies) were included. Most were experimental or quasi-experimental and conducted in the US. Participants were mostly young women who had tanned indoors before. Few studies evaluated persuasive theme; in those that did, health and appearance themes were effective. Narrative and statistical evidence formats were also effective. The included studies also supported normative messages, loss-framed messages, and images. Improved reporting on message design and evaluation would be beneficial for future evidence synthesis. Our understanding of persuasive messages for IT has expanded in recent years, but more research is needed to optimize them.

How I do it: brainwashing for purulent ventriculitis.

BACKGROUND: The management of ventriculitis remains controversial, with no single management strategy that can provide a good outcome. There are few articles describing the brainwashing technique, and most for neonatal intraventricular hemorrhage. This technical note is important because it describes a practical way to perform brainwashing in case of ventriculitis, and it is more feasible compared to endoscopic lavage in developing countries. METHOD: We describe in a stepwise fashion the surgical technique of ventricular lavage. CONCLUSION: Ventricular lavage is a neglected technique that can help to improve ventricular infection and hemorrhage prognosis.

Testing the Effect of an Interactive Narrative: The Mediating Role of Transportation and the Moderating Roles of Narrative Ending and Issue Involvement.

There has been a growing literature focusing on the persuasive effect of interactive narratives, but the findings are mixed. Furthermore, very few studies have examined how the impact of interactive narratives varies depending on story features and characteristics of the recipients. Informed by the research of interactive narratives and message framing, the current study empirically tests the indirect effect of an interactive narrative on attitude change using a digital anti-indoor tanning game, with transportation as a mediator and narrative ending and issue involvement as two second-stage moderators. Findings suggested a moderated moderated mediation relationship in which the indirect effect of the interactive narrative was the strongest for low-involvement participants when they experienced a loss-framed ending and was the weakest for high-involvement participants when they encountered the same type of ending. Theoretical and practical implications were discussed.

A Meta-Analysis Comparing the Effectiveness of Narrative vs. Statistical Evidence: Health vs. Non-Health Contexts.

This study is a meta-analysis of primary studies that make a direct comparison between narrative and statistical evidence in both health- and non-health-related communication contexts. The meta-analysis included 50 studies with 65 experimental pairs (k = 65) based on 13,113 (20-1270) participants. We examined the overall persuasiveness of evidence type by computing the correlations (r's) for all pairs, based on the random-effects model, which revealed an effect size of 0.016 (95% CI, -0.014 to 0.045, p = 0.296). Two types of evidence did not significantly differ in effectiveness under either communicative context. The moderation analysis indicated that narrative evidence had a significant advantage over statistical evidence for health messages advocating for prevention behaviors. Compared to non-student samples, the narrative evidence trumped statistical evidence for health-related issues. As communication research continues to investigate the implications for message persuasiveness derived by narrative and statistical appeals, our study suggests that the relative effectiveness is likely a complicated and nuanced matter. Practical implications and limitations have also been outlined.

Communicating Antibiotic Resistance via Linguistic Agency Assignment.

Antibiotic resistance is a serious health threat that healthcare providers must communicate to the public to decelerate its development. Prior studies have shown that linguistic agency assignment is a viable strategy to frame health threats in a way that both conveys their severity and preserves audience members' sense of self-efficacy. In the current study, we examined this messaging strategy in the context of antibiotic resistance. Individuals' perceptions of the threat and efficacy, behavioral intentions, fear appeals, and evaluations of the educational fact sheet were explored. Participants (N = 449) were randomly assigned to one of the eight conditions crossing threat agency (bacteria/human), temporal agency (antibiotic resistance/human) and imagery agency (taking antibiotics/antibiotics). The results revealed that individuals' perceived severity, susceptibility, response efficacy, and self-efficacy were positively associated with their intentions to use antibiotics judiciously. The interaction effects between perceived threat and efficacy predicted behavioral intentions and the persuasiveness of the fact sheet. Relative to bacteria threat agency, human agency assignment led to significantly higher behavioral intentions. Also, readers of the human temporal agency condition reported higher persuasiveness toward the fact sheet than readers of the resistance condition. The implications, limitations, and future research directions of the study are discussed.

Is My Story Better Than His Story? Understanding the Effects and Mechanisms of Narrative Point of View in the Opioid Context.

Sharing the stories of people whose lives are impacted by Opioid Use Disorders (OUDs) can be a promising strategy to reduce stigma and increase support for beneficial public policies. Since a story can be told from a first-person or third-person point of view (POV), this study sought to (1) determine the relative persuasive effects of narrative POV and (2) identify the underlying psychological mechanisms, including character identification and psychological reactance, of such narratives. A one-way between-subjects experiment was conducted among a college student sample (N = 276). Narrative POV was manipulated by describing a college student's OUD experience from either the first- or third-person POV. Findings demonstrated that POV did not influence identification but had a significant effect on reactance. Specifically, the first-person (vs. third-person) POV narrative led to lower reactance, which was associated with participants' decreased desire to socially distance themselves from people with OUDs and stronger support for public health-oriented policies regarding OUDs. This study sheds light on the mixed findings revealed in the literature and has practical importance in health message design in the current opioid epidemic.