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Science Communication
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Can a Personality Trait Predict Talk About Science?

Sensation Seeking as a Science Communication Targeting Variable

Yoori Hwang

University of Minnesota, Minneapolis

Brian G. Southwell

University of Minnesota, Minneapolis

Sensation seeking, a trait that has been invoked by public health campaign scholars as a targeting variable, also holds promise for informal science education professionals who seek to engage social networks in their promotion efforts. The authors contend that sensation seeking should positively predict talk about science, even after controlling for often-cited predictors such as education, relevant employment, perceived understanding of science, perceived relevance of science, and attitude toward science. Data from a random digit dial telephone survey (N = 667) supported the authors' hypothesis. The authors note connections to the science communication and opinion leadership literatures and encourage future work in this vein.

Key Words: conversation • interpersonal communication • media campaigns • sensation seeking • individual di ferences

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Science Communication, Vol. 29, No. 2, 198-216 (2007)
DOI: 10.1177/1075547007308599
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