Drawing on decades of marketing and psychology research, which show that it is critical to understand your target audience so that a product can be positioned properly in the market, Dr Aviva Philipp-Muller, professor at the Beedie School of Business at Simon Fraser University, and her team determined there are four different reasons why people have anti-science attitudes. Having anatomised the principles behind each attitude, “Why are people anti-science, and what can we do about it?”, published last month in the Proceedings of the National Academy of Sciences of the United States of America, proposes strategies to counter each of the four anti-science attitudes.
