Scientific Study…

WHY FACTS DON’T CHANGE MINDS

… is the title of a scientific paper examining the ways we humans makes sense of the world around us and what non-profits (esp. those in the conservation field) should be aware of when seeking to change hearts and minds.

We frequently remind our non-profit clients to seek an emotional appeal in the short videos we create, rather than an intellectual one.

Here are a few takeaways from the research:

* increasing knowledge of scientific concepts has little impact on whether a person will take actions…;

* cognitive ability and education level are not significantly related to one's likelihood of acting in accordance with scientific consensus;

*humans are highly sensitive to the beliefs and actions of those in their immediate social circle (aka “social proof”);

* emotional messages through stories and storytelling have been more effective in shifting attitudes; and

* stories are more “sticky” than facts.

In conclusion, “Most attitudes and behaviors regarding conservation decision-making are not based on the rational evaluation of evidence, but determined instead by a host of contextual, social, and cultural factors and values. Therefore, providing additional information – even in accessible formats - is not likely to lead to significant changes.”