The emasculation of frogs

Abstract

Purpose

This article aims to suggest some ways in which the effectiveness of critical scientific communication might be improved. The persistence of anti-vaccine rhetoric, disputes about climate change and other scientific controversies have shone a light on the difficulty of communicating scientific information effectively to the public.

Design/methodology/approach

The article looks at some recent research into neuroscience and human decision-making to suggest some best practices in communicating about science to the public.

Findings

This literature review suggests that if we can embed rational arguments into a rich emotional narrative, we are more likely to overcome public skepticism and suspicion.

Originality/value

While there has been much focus on human decision-making and cognitive bias, the relevant research has not often been related to the effectiveness of scientific communication.

Citation

Hirsch, P.B. (2015), "The emasculation of frogs", Journal of Business Strategy, Vol. 36 No. 3, pp. 57-60. https://doi.org/10.1108/JBS-03-2015-0024