From here. The conclusion:
Given the power of our prior beliefs to skew how we respond to new information, one thing is becoming clear: If you want someone to accept new evidence, make sure to present it to them in a context that doesn’t trigger a defensive, emotional reaction.
This theory is gaining traction in part because of Kahan’s work at Yale. In one study, he and his colleagues packaged the basic science of climate change into fake newspaper articles bearing two very different headlines–“Scientific Panel Recommends Anti-Pollution Solution to Global Warming” and “Scientific Panel Recommends Nuclear Solution to Global Warming”–and then tested how citizens with different values responded. Sure enough, the latter framing made hierarchical individualists much more open to accepting the fact that humans are causing global warming. Kahan infers that the effect occurred because the science had been written into an alternative narrative that appealed to their pro-industry worldview.
You can follow the logic to its conclusion: Conservatives are more likely to embrace climate science if it comes to them via a business or religious leader, who can set the issue in the context of different values than those from which environmentalists or scientists often argue. Doing so is, effectively, to signal a d�tente in what Kahan has called a “culture war of fact.” In other words, paradoxically, you don’t lead with the facts in order to convince. You lead with the values–so as to give the facts a fighting chance.