title: Segmentation studies provide insights to better understanding attitudes towards science and technology.
abstract: Values-based studies of people's attitudes towards science and technology not only provide great insights into what drives different attitudes to issues like climate change and genetically modified foods, but allow for segmenting the general public by homogeneous values. Such segmentations both provide better predictions of people's attitudes to new technologies or contentious science issues than age, sex, or other standard demographics, and allow a better matching of different messages with different community values.
authors.affiliation: CSIRO Corporate Centre, Limestone Avenue, Campbell, ACT 2612, Australia. Electronic address: craig.cormick@csiro.au.
authors.forename: Craig
authors.initials: C
authors.lastname: Cormick
authors.affiliation: Science into Society Group, CSIRO Earth Science and Resource Engineering, PO Box 883, Kenmore QLD 4069, Australia.
authors.forename: Lygia Malzoni
authors.initials: LM
authors.lastname: Romanach
mesh_terms: D001290:Attitude; D001709:Biotechnology / Q000639:trends*; D057231:Climate Change; D003710:Demography; D011639:Public Opinion