Conservation Caring: Using Psychology and Statistics to Save Wildlife

Transcription

1 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Tuesday, Oct. 30, :00 1:00 PM EDT Flagship species are a common bridge between conservation and the public. They are often the face of a conservation campaign (e.g., save the whales). Creating an emotional connection to and acting for wildlife are the objectives of using flagships. The implementation and efficacy of flagships are based on conservation psychology principles. Conservation caring, a construct advanced by Rabb and Saunders (2005), provides a framework to understand how people connect Presenter: Dr. Jeffrey Skibins Assistant Professor Recreation & Park Management East Carolina University to and act for wildlife conservation. This webinar will explore how conservation caring can be used to measure and predict visitors flagship responses within and between natural areas, zoos, and aquariums.

2 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Overview & Introductions Dr. Joy Ackerman Presentation Dr. Jeffrey Skibins Audience Questions Dr. Joy Ackerman

3 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Dr. Jeffrey Skibins is an Assistant Professor in the Recreation and Park Management program at East Carolina University. Dr. Skibins research focuses on human dimensions of wildlife conservation. Much of his research revolves around three overarching questions: 1) how can parks, protected areas, zoos, and aquariums increase public participation in wildlife conservation, 2) how do we improve the long-term sustainability of ecotourism, and 3) how does interpretation influence the visitor experience. To address these questions, he uses conservation psychology theories and frameworks to investigate how visitors emotions, attitudes, and on-site experiences can be modeled to predict pro-conservation behaviors. His findings are designed to provide managers strategies to enhance wildlife conservation, interpretation and exhibit design, public campaigns, and visitor experiences. His projects address wildlife conservation at a global scale. Currently Dr. Skibins is conducting research in Australia, Africa, and North and South America.

4 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Dr. Joy Ackerman is a Core Faculty member in the Environmental Studies Department at Antioch University New England, where she serves as Director of Conservation Psychology. Joy teaches graduate courses including Conservation Psychology, Ecological Thought, and Making Sense of Place. Moderator: Dr. Joy Ackerman Co-Director, Conservation Psychology Institute Antioch University New England Joy advises students in the Conservation Psychology Certificate Program, the Self-Designed M.S. in Environmental Studies, and doctoral students with interests in spirituality, place and nature experience. She received her Ph.D. in environmental studies from Antioch University, focusing on sacred geography through researching Walden Pond as a place of pilgrimage. She is interested in the phenomenology of place experience, environmental and ecological identity, and how people experience, develop and articulate their connection with nature.

5 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Webinar Logistics Everyone should be connected via Audio Broadcast upon entering the webinar You do not need to call in and you are automatically muted The presentation will be recorded and posted to the Antioch web site within one week Please submit any questions you have for the presenter in the Q& A section If you are having trouble with any aspect of the broadcast, use the Chat section to message the Host directly

6 Conservation Caring: Using Psychology and Statistics to Save Wildlife Jeffrey C. Skibins, Ph.D. East Carolina University

7 OVERVIEW Conservation psychology Flagship species Conservation caring Applications & Results How to achieve Flagship Outcomes

8 CONSERVATION PSYCHOLOGY In the end we will conserve only what we love; we will love only what we understand; and we will understand only what we have been taught. Baba Dioum biodiversity conservation is a human endeavor: initiated by humans, designed by humans, and intended to modify human behavior to achieve a socially desired objective the conservation of species, habitats, and ecosystems Mascia et al. (2003) The scientific study of the reciprocal relationships between humans and the rest of nature, with particular focus on how to encourage conservation of the natural world An applied field that uses psychological principles, theories, or methods to understand and solve issues related to human aspects of conservation Motivated by the need to encourage people to care about and take care of the natural world

9 FLAGSHIP SPECIES THE SWISS ARMY KNIFE OF CONSERVATION PSYCHOLOGY Flagship species are a public campaign tool to improve conservation Any species is a potential flagship Flagships foster a strong public image and recognition (e.g. branding ) Success defined by increasing public awareness of conservation threats and/or stimulating pro-conservation behaviors (Caro, 2010) Flagship Model Expected Flagship Responses (e.g. care about/care of) Species Public awareness & action (Simberloff, 1998) FLAGSHIP SPECIES

10 FLAGSHIPS IN A CONSERVATION PSYCHOLOGY FRAMEWORK 1) Begin with the end in mind. What is the conservation issue you are targeting? Who is your audience? What is your message? What does the ideal visitor experience look like? Flagship Responses 2) What is awareness and action for this issue? Visitors on-site off-site Non-visitors 3) What species are involved? Traditional Non-traditional 4) Build an emotional connection.

11 LINKING EMOTIONS & BEHAVIORS (care about) (take care of) Charismatic features are known to stimulate a connection to a species (Kellert, 1996) When visitors connect to a species they want to learn more (care about) and express a desire to help (care for) (Clayton et al., 2009) Link charismatic species to conservation campaigns to generate public awareness and action

12 WHO CAN BE A FLAGSHIP? Traditional Approach Species with broad public appeal, or charisma Cute and cuddly (easy to sell in gift shops) Anthropomorphic features Charismati c Megafauna Very large for type

13 WHO CAN BE A FLAGSHIP? Modern Approach Greater degree of specialization Species Broad appeal overdone Size doesn t matter Characteristics The weirder the better Divergence not similarity Experiences Seeking rarity & uniqueness Outcomes Active engagement Part of social networks

14 USING FLAGSHIPS THE UPSIDE Visitor Responses Satisfaction Understanding Concern Awareness Site Benefits Financial Increased awareness Volunteering Political activism Conservation Outcomes (i.e. flagship responses) Greater visitation Stronger support networks Greater degree of conservation success

15 USING FLAGSHIPS THE DOWNSIDE Species most in need of conservation are often not charismatic or mega Popularity mistaken for flagship responses Skewed management policies High management costs Bias against sites without flagships

16 FLAGSHIPS THE EMOTIONAL CONNECTION Visitor Experience Viewing realities Likelihood Proximity Frequency/density Expectations Social context Viewing alternatives Transportation Seasonality Similar species Equipment proficiency & expectations binos/telescopes cameras (phone vs. dslr)

17 FLAGSHIPS THE EMOTIONAL CONNECTION Interpretive Themes Help visitors understand species behaviors & emotions Highlight conservation status Be intentionally anthropomorphic Link to specific behaviors Don t Be vague Always place in context of biodiversity Show how biodiversity benefits the species Assume you are preaching to the choir Interpretation BMPs Know your audience Tangible/intangibl e Universals Thematic

18 MANIPULATING CHARISMA Charisma is important because it influences behaviors (Lorimer, 2007). 3 facets of animals charisma: 1. Ecological: biogeographic range and cultural perceptions 2. Aesthetic: relatability, anthropomorphism 3. Corporeal: conservation status Charisma is highly fluid Charisma can fade/flagship fatigue Biodiversity Connoisseurs: Popularity is not default charisma; don t necessarily look for broad appeal Focus on creating broad suite of opportunities for connections that capitalize on multiple facets of charisma

19 3 KEYS TO FLAGSHIPS 1. Flagships are intentional not accidental Not a popularity contest 2. Any species can be a flagship Today s visitors are biodiversity connoisseurs 3. Emotional connections drive the whole process Conservation caring predicts behaviors

20 BEHAVIORS A BRIEF PRIMER ON BEHAVIOR THEORIES & FRAMEWORKS Value Belief Norm theory (VBN): incorporates environmental concern, linear model, behavior ultimately driven by values IF a person accepts a set of values (e.g., NEP, CNS, EAN) AND believes valued objects are threatened AND believes they can do something about it THEN they will act to prevent the threat Elaboration Likelihood Model (ELM): based on communication, behavior influenced by message and medium, message accepted (action) or rejected (no action) Central Route Person must consciously attend to message Cognitive activity drives analysis of message, mind mapping Final evaluation of message based on merit and past associations Action more long-lasting and entrenched Peripheral Route Non-cognitive elements influence visitor s attitudes towards message Similar to classical conditioning, link pleasant stimuli to positive feelings Final evaluation of message based on affect, popularity Action temporary, easily influenced

21 CONSERVATION CARING Few studies developing constructs to measure visitors connection to wildlife Rabb & Saunders (2005) proposed the theoretical construct of Conservation Caring Care That: cognitive elements and values of nature Care About: affective items based on experience Care For: behavior and opportunities for action Close parallel to flagship responses increased knowledge of threats increased awareness behaviors such as philanthropy & volunteering Aligns with conservation psychology goal of understanding how humans care about and value nature

22 CONSERVATION CARING SCALE DEVELOPMENT Initial 1. I am deeply concerned about the care and well-being of this animal at this site 2. This species has as much right to exist as any human being 3. Ensuring this species survival is my highest priority 4. My emotional sense of well being will be severely diminished by the extinction of this species 5. I need to learn everything I can about this species 6. I would protest this site if I learned of the mistreatment of this animal 7. I will alter my lifestyle to help protect this species 8. My connection to this animal has increased my connection to the species as a whole 9. Wildlife protection must be society s highest priority Final 1. Ensuring this species survival is my highest priority 2. My emotional sense of well being will be severely diminished by the extinction of this species 3. I need to learn everything I can about this species 4. I would protest this site if I learned of the mistreatment of this animal 5. I will alter my lifestyle to help protect this species 6. My connection to this animal has increased my connection to the species as a whole 7. Wildlife protection must be society s highest priority

23 CONSERVATION CARING Based on the animal you formed the strongest connection with during your visit, please answer the following questions. A 5 indicated you neither agree nor disagree. Strongly Disagree Strongly Agree 1) Ensuring this species survival is my highest priority ) My emotional sense of well-being will be severely diminished by the extinction of tis species ) I need to learn everything I can about this species ) I will alter my lifestyle to help protect this species ) My connection to this animal has increased my connection to the species as a whole ) Wildlife protection must be society s highest priority

24 CONSERVATION CARING Reliability: did we measure the same thing each time CFA Measurement Invariance across all 3 sites Fit Index Pre-Visit Post-Visit CFI RMSEA SBc (580) (579) Factor loadings and parameter estimates equivalent across all 3 sites Pre-Visit Post-Visit Metric Invariance Validity: did we measure what we thought we measured Measurement Invariance across Pre-Visit/Post-Visit samples CFI:.95 RMSEA:.068 SBc 2 : (379) DSBc 2 : (18) NS Factor loadings and parameter estimates equivalent across all Pre-Visit/Post-Visit samples Cronbach a Pre-Visit:.93 Post-Visit:.93 R 2 Pre-Visit:.40 Post-Visit:.34

25 APPLICATIONS OF CONSERVATION CARING How do human-wildlife encounters influence conservation caring, and ultimately biodiversity conservation? What does conservation caring tell us about people s pro-conservation behaviors? How does conservation caring inform natural areas management to improve wildlife sustainability outcomes? How can knowledge of conservation caring influence interpretation in wildlife experiences? Behaviors Conservation Caring Natural Area Management Interpretation & Communication

26 RESULTS Behaviors Emotional connection to a species is single biggest factor for influencing pro-conservation behaviors Provides greater clarity to visitor behaviors. Visitors prefer: Species specific options Philanthropy, volunteering, shopping Conservation Caring Behaviors Natural Area Management Interpretation & Communication

27 RESULTS Behaviors Design wildlife viewing experiences for: Key experiential elements On-site behavior participation Pro-conservation behavior models: Conservation Caring increases parsimony Interdisciplinary theories More holistic understanding of visitor experience Conservation Caring Behaviors Natural Area Management Interpretation & Communication

28 RESULTS Natural Area Management Important elements of the wildlife viewing experience: Species conservation status Understanding animals emotions & behaviors Conservation Caring Behaviors Natural Area Management Provide clear linkages between experience impact policy Interpretation & Communication Conservation caring strong predictor of visitor/stakeholder support for management policies

29 RESULTS Interpretation & Strategic Communication Strategic communication effective at stimulating conservation caring Purposeful interpretation can target specific visitor outcomes Conservation Caring Behaviors Natural Area Management Interpretation & Communication Disconnect between species and biodiversity conservation Link interpretive practices visitor outcomes specific conservation actions species

30 RESULTS POTENTIAL GAME CHANGERS Interpretation Behaviors Lunar The Leadbeater Possum Faunal emblem of Victoria Conservation Caring Natural Area Management Interactive multimedia exhibit Interpretation & Communication Anthropomorphized character generated equivalent responses as live animal JELLIES State of the art interpretive exhibit Top 5% of visitor responses Implications for flagships and in situ/ex situ linkages

31 PRODUCING FLAGSHIP RESPONSES 2nd Target Visitor Behavior Spectrum On-site Aim Here First!! Biodiversity oriented Emotional Connecti on Species oriented 4th Target Off-site 3rd Target

32 PRODUCING FLAGSHIP RESPONSES Visitors are NOT pre-disposed to action. Need to develop an emotional connection first. In most models, emotional connection ONLY predictor of behavior. Behavioral response scores still quite low (< 4 on 9 point scale). Provide opportunities on-site. Make species specific. Demonstrate how to perform behavior beyond visit.

33 FLAGSHIPS BUILDING BIODIVERSITY Extending conservation benefits beyond individual species Recruiting species to encompass more ecosystems Local/global visitor behaviors

34 FLAGSHIPS BUILDING BIODIVERSITY TODAY S WILDLIFE TOURIST Becoming more segmented Specializing Looking for rare & exotic saturates quickly Great similarities between zoo and field-based tourists Greater expectation of education and conservation Looking for opportunities for action

35 FLAGSHIPS BUILDING BIODIVERSITY Work more across agencies/sites to highlight lesser known species and sites Provide opportunities during the visit to engage in behaviors Build synergies between wild & captive sites (same audiences) Cultivating relationships local businesses (products, donations, etc.) Facilitating trips Develop consistent interpretive themes between sites

36 CONCLUSIONS Conservation caring is a reliable and valid measure of people s emotional connection to a species (20+ countries, 4 continents, respondents) This connection is a STRONG predictor of behavior Managers can directly influence conservation caring levels Conservation caring is equally effective: in situ and ex situ in multiple countries/settings across multiple species

37 QUESTIONS Jeffrey Skibins Phone: Look for me on:

38 N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S Conservation Caring: Using Psychology and Statistics to Save Wildlife Thank you for joining us today! Within a week you will receive an from us with a link to the webinar recording and slides. You should have already received an today with a link to our webinar survey. Please take a few moments to fill it out - we value your feedback!

39 Facilitating Pro-Environmental Behavior: How to Put the Transtheoretical Model of Behavior Change into Action TUESDAY, NOVEMBER 13, :00-1:00 PM EST This webinar builds on our series' February 6, 2018, session, in which Dr. Abrash Walton presented an overview of research on facilitating pro-environmental behavior. In this upcoming webinar, Dr. Abrash Walton will focus, in more detail, on the Transtheoretical Model of Behavior Change (TTM), an integrative research- and evidence-based psychological approach to understanding and facilitating behavior change. This interactive session will illustrate ways of understanding and applying the TTM's Processes of Change construct. Come with your examples of specific behaviors that might be a focus for change. Presenter: Dr. Abi Abrash Walton Co-Director, Conservation Psychology Institute Antioch University New England

40 Save the Date for our next Conservation Psychology Institute! We are pleased to announce that our next Conservation Psychology Institute will be held August 20-23, 2019 at the St. Louis Zoo in St. Louis, MO More details including accommodations and registration information will be available in the next few months. Be sure to stay connected with us to hear more about this exciting event.

41 In Memory Of Carol Saunders (she) gave so much to make this earth a better place.