Despite their professed love of science, fewer than 30% of Americans understand how scientists study their subjects, or that the scientific method is based upon testing hypotheses. But 93% believe it is critical for the U.S. to maintain global leadership in science and technology (Gallup, 2007). More than half strongly to mildly believe that their region has experienced little to no effects of climate change, and 63% believe that climate shifts and warming are due to natural cycles rather than anthropogenic causes. (Brookings Inst., 2010). Scientists may help this situation by becoming more directly engaged in public outreach.

In doing so, there are some caveats to consider. Scientific literacy and levels of education do not predict attitudes related to specific science controversies (e.g., attitudes about climate change) (Allum et al. 2008; Gauchat 2010). Social factors such as income, religiosity, social capital, and political identifications are at least as important as knowledge and education in predicting trust in science (Gauchat 2008, 2010; Sturgis and Allum 2004; Yearly 2005). Multiple studies also indicate that humans are inherently conservative, and prefer stories from people we trust over data from an unfamiliar source. Once we begin to believe something, (or don’t, due to Heuristical approaches) we unconsciously seek information to reinforce that belief. Our biases may become so strong that contrary information reinforces our mistaken belief, and often elicits an emotional response. Hence, simply presenting stunningly accurate, precise, and elegant data seldom persuades the 60+ percent of Americans who are dubious of climate shifts—and often of other aspects of science as well.

Remedies are challenging. They should start with the difficult task of building trust. But more importantly, data from experimental psychology demonstrate that communicating through simply-told stories, in environments that do not require immediate action or decisions, and include concrete examples of climate and other scenarios is important. Offering a positive vision, or alternative, is also critical to engaging more of the public--who are often simultaneously climate doubters and science enthusiasts--in grasping critical principals. Examples include success in climate change persuasion, and other fields.