ANATOLE
KRATTIGER,
Ph.D.
Anatole Krattiger
is Director of swiftt, the Strategic World Initiative for Technology
Transfer at Cornell University. He is also founder and President of
bioDevelopments LLC, an international consultancy based in Ithaca,
NY. The firm works in areas related to biotechnology transfer for
the benefit of the developing world, and serves the international
development community, the private sector, and academia in public/private
partnership building, development of IP management strategies, institution
building, and management of institutional change. Krattiger has worked
extensively in developing countries and was closely involved in the
establishment of ISAAA in 1991, serving as its Executive Director
from 1995 to 2000.
ABSTRACT
Building Public Trust: Six Principles and Myths of Public Perception
and Persuasion
Our perception
of food biotechnology is the sum of our comprehension coupled with
our own value judgments, world view, and beliefs. Whereas rational
discourse will lead to a better understanding in the long term, it
generally affects little in terms of our values, ethics, or beliefs.
Hence emotions are one of the two fundamental issues, along with rational
dialogue, that need to be addressed when communicating food biotechnology
and gaining the public's trust. How can the stewards of biotechnology
inspire conviction in a technology when there is a lack of trust in
the stewards themselves? Six principles - and myths - of public "perception"
will be reviewed and discussed from the point of view of the "science
of persuasion", namely liking, reciprocity, social proof, consistency,
authority, and scarcity.
http://www.swiftt.cornell.edu
http://www.bioDevelopments.com