title: Communicating science-based recommendations with memorable and actionable guidelines.
abstract: For many domains of basic and applied science, a key set of scientific facts is well established and there is a need for public action in light of those facts. However, individual citizens do not consistently follow science-based recommendations, even when they accept the veracity of the advice. To address this challenge, science communicators need to develop a guideline that individuals can commit to memory easily and act on straightforwardly at moments of decision. We draw on research from psychology to discuss several characteristics that will enhance a guideline's memorability and actionability and illustrate using a case study from the US Department of Agriculture's communications based on nutrition science. We conclude by discussing the importance of careful research to test whether any given guideline is memorable and actionable by the intended target audience.
authors.affiliation: Department of Marketing, Robert H. Smith School of Business, University of Maryland, College Park, MD 20742-1815; and rratner@rhsmith.umd.edu.
authors.forename: Rebecca K
authors.initials: RK
authors.lastname: Ratner
authors.affiliation: Department of Marketing, The Wharton School, University of Pennsylvania, Philadelphia, PA 19104-6340.
authors.forename: Jason
authors.initials: J
authors.lastname: Riis
mesh_terms: D003071:Cognition / Q000502:physiology; D017408:Guidelines as Topic; D006801:Humans; D033181:Information Dissemination / Q000379:methods*; D008568:Memory / Q000502:physiology; D018673:Nutrition Policy; D010565:Persuasive Communication; D012586:Science
keywords: cognitive psychology; consumer behavior; social psychology