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

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.