One aspect of science communication focuses on translating scientific knowledge to the public in order to change behavior. However, social psychology literature suggests that people may be more likely to change their behavior if they think their peers will view the behavior favorably (social norms) or they perceive control over the problem. It remains unknown the extent to which emerging technologies in science communication (e.g., interactive data visualizations) can promote environmentally sound management via social norms and perceived control over environmental issues. In this study, we co-produced an interactive visualization tool based on lake and watershed data, to ask the question: Does interaction with this tool influence lakefront owners’ social norms and perceived control related to best management land practices on their property? We addressed this question in Lake Sunapee, New Hampshire (USA). In the first phase of the study, we developed an online visualization tool (Shiny app) using formalized feedback from >30 lake managers. In the second phase of the study, we deployed a survey assessment of the effectiveness of the visualization tool in altering social norms, perceived control, and intended behavior (a good predictor of their future behavior) of >50 landowners in the Lake Sunapee watershed.
Results/Conclusions
Our co-produced app included visualizations of lake water quality in response to choices homeowners made about fertilizer application and shoreline buffers. For example, if homeowners increased fertilizer application, a “view from the dock” photo of the lake showed an increasing green color of the water to indicate increased phytoplankton concentrations. The co-production phase of the project provided important beta-testing of the tool across online platforms. Of n=31 responses, most (80-85%, respectively) indicated the water quality gauges and “view from the dock” were the easiest to understand components of the app. The biggest areas for improvement identified during the co-production phase were overall ease of use (25% of respondents) and overall visual design (25% of respondents). This feedback was incorporated into the final version, which was then deployed in the Lake Sunapee watershed. Our interdisciplinary work highlights the importance of co-production for interactive science communication tools, including a combination of approaches from scoping meetings with key stakeholders and formalized feedback from a wide range of potential users. This study will provide important evaluation of the role of new interactive technology tools for promoting environmentally sound management decisions.