The effect of frames on engagement with quantum technology

Engaging a larger, non-specialist audience with quantum technology poses challenges as the theory underlying quantum technology is very different to what we experience in our everyday lives. Quantum technology is predicted to have a significant impact on society once it matures. This study ( $n = 637$ adults representative of the Dutch population) examined the effect of different frames on engagement – specifically, information seeking, internal efficacy, general interest and perceived knowledge – with quantum technology. The different frames were: enigmatic, explaining quantum physics, benefit, risk and balanced. Results indicated that framing quantum as enigmatic does not affect engagement, while explaining quantum physics positively influences general interest. Furthermore, emphasising a benefit of quantum technology increases participants’ internal efficacy, whereas highlighting both a benefit and a risk of quantum technology decreases perceived knowledge. Based on these findings, we offer practical advice for science communicators in the field and suggest further research.