Cumulative Advantage in Sustainability Communication

  title={Cumulative Advantage in Sustainability Communication},
  author={Abel Gustafson and Ronald E. Rice},
  journal={Science Communication},
  pages={800 - 811}
The knowledge deficit model proposes that more information increases public knowledge levels about a given topic and thus leads to improved attitudes and practice. However, research critiques the varying and limited ability of the deficit model. We argue that the deficit model can also produce an unintended cumulative advantage system: growing inequality between and within the knowledge-attitude-practice (KAP) gap of individuals and groups due to a wide variety of possible moderators. Over time… 

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