[Commlist] New Book: Marketing the Water-Energy-Food (WEF) Nexus: Test Message Effects with American College Students

New Book: Marketing the Water-Energy-Food (WEF) Nexus: Test Message 
Effects with American College Students, by Q. J. Yao, Lamar University, 
Beaumont, Texas

Public awareness and support are vital yet often undervalued for 
scientific advancement, as is evident in the current situation in many 
societies. How can message stimulative levels (agenda, knowledge, 
attitude, and behavioral intention) and factors (sidedness, 
conclusiveness, and gain or loss-framing) help promote public knowledge, 
attitudes, and behavioral intention toward science and environmental issues?

Studies in this book tested these levels and factors with a 
single-message-stimulus survey experiment on a relatively representative 
sample of American college students on the relatively new topic, the 
Water-Energy-Food (WEF) nexus, which has little audience predisposition. 
The results confirm the positive associations between levels in the 
hierarchy of audience responses and the immediate message effects on 
objective knowledge and long-term effects at all four levels. One-sided 
messages are more persuasive overall, and conclusive messages seem to be 
more effective. The gain-frame shows more effectiveness in increasing 
subjective knowledge, while the loss-frame is more persuasive in 
increasing attitudes when confounders are controlled. These factors’ 
interactions are also discussed. The book also reports American college 
students’ science literacy, attitude, and behavioral intention toward 
the WEF nexus and environmental protection, as well as their demographic 
and socio-economic factors that have an influence.

The book targets readers who are interested in 1) understanding the 
persuasiveness of these message factors and levels and the hierarchy of 
audience responses, 2) communicating critical environmental issues, 
particularly the concept of the WEF nexus, and 3) learning more about 
American college students’ knowledge and attitudes toward science and 
environmental issues.

Please explore the book’s webpage for more: 
https://link.springer.com/book/10.1007/978-3-031-93148-2?utm_medium=catalog&utm_source=sn-bks&utm_campaign=search_tool&utm_content=online_result_list 
<https://link.springer.com/book/10.1007/978-3-031-93148-2?utm_medium=catalog&utm_source=sn-bks&utm_campaign=search_tool&utm_content=online_result_list>.


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