Getting a scientific message across means taking human nature into account - 0 views
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Simon Knight on 07 Aug 17just knowing facts doesn't necessarily guarantee that one's opinions and behaviors will be consistent with them. For example, many people "know" that recycling is beneficial but still throw plastic bottles in the trash. Or they read an online article by a scientist about the necessity of vaccines, but leave comments expressing outrage that doctors are trying to further a pro-vaccine agenda. Convincing people that scientific evidence has merit and should guide behavior may be the greatest science communication challenge, particularly in our "post-truth" era. Luckily, we know a lot about human psychology - how people perceive, reason and learn about the world - and many lessons from psychology can be applied to science communication endeavors.