Marketing the contested belief system of science

David R. Low, Lynne Eagle

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


Challenges to scientific evidence impacts negatively on a range of health, well-being and environmental issues and can hamper the development of effective policy in these areas. Using the examples of vaccine hesitancy and climate change, we review the main factors that can impair effective science communication, highlighting areas where further research is needed to aid communication effectiveness and to strengthen the theoretical foundations of science communication. We note commonalities in the rejection of scientific consensus and in the way opposition is organized and communicated. Recommendations for combating this and improving the way risk and uncertainty are communicated to lay audiences conclude the paper.
Original languageEnglish
Title of host publication2017 Australian and New Zealand Marketing Academy Conference (ANZMAC)
Subtitle of host publication marketing for impact
EditorsLinda Brennan, Linda Robinson, Mike Reid
Place of PublicationMelbourne, VIC, Australia
PublisherRMIT University Press
Number of pages4
Publication statusPublished - Dec 2017
Externally publishedYes
Event2017 Australian and New Zealand Marketing Academy Conference: marketing for impact - Melbourne, VIC, Australia
Duration: 4 Dec 20176 Dec 2017

Publication series

NameProceedings of the Australian and New Zealand Marketing Academy Conference


Conference2017 Australian and New Zealand Marketing Academy Conference
CityMelbourne, VIC


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