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Relative Effectiveness of Positive
              and Negative Framing
    in Increasing Public Support for
           Wildfire Mitigation Efforts
                             Aerin Truskey
                            Justin Shearer
                              Tianna Drew
                           Danie Merriman
Research questions


•   Which frame better informed the
    participants of fire mitigation needs?
    • Answers based on change in responses in pre
      and post survey
Positive Frame
The test
    WHO TESTED?                  AND HOW?

•    Engineering             •    Surveys
•    Ecology/ Conservation        • Researcher was present, but
     biology                        participants took by
                                    themselves
•    General studies
•    Fire ecology
                             •    Interviews
•    Business
                                  • Questions were orally
•    Pre-vet                        presented and responses were
•    Physical Science               audibly replied
•    Journalism
•    Psycology               •    Focus group
                                  • Researchers were present and
                                    asked group their impressions,
                                    and responses were
Average change responses
           Positive
Absolute changes
Top 4 changes
Affordances and Constraints

•   Dollar amounts are good    •   Some statements are not
•   Different colors evoke         worded clearly
    different feelings         •   No scale for numbers
•   Informative on acreage     •   Needs more options than
    burned                         just prescribed fires
•   Informative on estimated   •   Needs more focus on
    value of forests               importance of prescribed
                                   burns
                               •   Needs more details on
                                   locations of burns
Discussion
•   Sampling bias
    • No landowners
    • Mostly suburban residence
    • Small sampling size


•   Infographic did not match project aims

•   Survey did not match infographics

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Positive info pitch

  • 1. Relative Effectiveness of Positive and Negative Framing in Increasing Public Support for Wildfire Mitigation Efforts Aerin Truskey Justin Shearer Tianna Drew Danie Merriman
  • 2. Research questions • Which frame better informed the participants of fire mitigation needs? • Answers based on change in responses in pre and post survey
  • 4. The test WHO TESTED? AND HOW? • Engineering • Surveys • Ecology/ Conservation • Researcher was present, but biology participants took by themselves • General studies • Fire ecology • Interviews • Business • Questions were orally • Pre-vet presented and responses were • Physical Science audibly replied • Journalism • Psycology • Focus group • Researchers were present and asked group their impressions, and responses were
  • 8.
  • 9. Affordances and Constraints • Dollar amounts are good • Some statements are not • Different colors evoke worded clearly different feelings • No scale for numbers • Informative on acreage • Needs more options than burned just prescribed fires • Informative on estimated • Needs more focus on value of forests importance of prescribed burns • Needs more details on locations of burns
  • 10. Discussion • Sampling bias • No landowners • Mostly suburban residence • Small sampling size • Infographic did not match project aims • Survey did not match infographics