Communicating complex scientific information requires more than presenting strong data.
Effective delivery depends on whether the audience perceives both the message and its source as credible.
CRA recently hosted a forum to discuss the importance of credibility in communicating complex scientific information to diverse stakeholders. Drawing on principles from social psychology and behavioral economics, behavioral science experts Dr. Justin O’Rourke and Dr. Elizabeth Schwab outlined how stakeholders evaluate both scientific information and the sources that deliver it.
These are the key takeaways from the presentation:
- Credibility shapes impact. Stakeholders often base decisions on how much they trust the source, not just the strength of the evidence.
- Audience context matters. Limited time, expertise, or attention may lead some people to rely on credibility cues rather than expert information.
- Clarity drives engagement. Effective communication pairs strong science with clear messaging.
Find out more about the science of credibility here.
