The influence of balanced information on attitudes toward natural resource issues

Abstract

Influencing behavior or increasing public knowledge about natural resource issues requires an understanding of the effects of communication on public attitudes. This study examines the effects of balanced, two‐sided information about a natural resource issue on the direction and strength of public attitudes toward management strategies related to that issue, using management of old‐growth forests as a case study. Process theories of attitude‐formation and attitude‐change suggest that information influences attitudes by affecting the nature of cognitions that are elicited. This effect, however, depends in part on how relevant the public perceives the natural resource issue to be. Results suggest that, while information about important issues had little influence on the direction of attitudes, it did influence the strength with which attitudes were held, moderated by personal relevance of the issue. Implications suggest the need to understand the nature of attitudes of the target audience and the target audience's perception of the importance of the natural resource issue when developing a communication program designed to increase knowledge and influence attitudes or behaviors.