new directions in conservation psychology webinar … · new directions in conservation psychology...

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

Tuesday, Oct. 30, 2018 12:00 – 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 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.

Conservation Caring: Using Psychology and Statistics to Save Wildlife

Presenter: Dr. Jeffrey Skibins Assistant Professor Recreation & Park Management East Carolina University

• Overview & Introductions • Dr. Joy Ackerman

• Presentation • Dr. Jeffrey Skibins

• Audience Questions

• Dr. Joy Ackerman



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.



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.

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.

Moderator: Dr. Joy Ackerman Co-Director, Conservation

Psychology Institute Antioch University New England



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Conservation Caring: Using Psychology and

Statistics to Save Wildlife

Jeffrey C. Skibins, Ph.D.

East Carolina University

OVERVIEW Conservation psychology

Flagship species

Conservation caring

Applications & Results

How to achieve Flagship Outcomes

CONSERVATION PSYCHOLOGY

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

“…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)

“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

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)

Species Public

awareness & action

FLAGSHIP SPECIES

Expected ‘Flagship

Responses’

(e.g. care about/care of) Flagship Model

(Simberloff, 1998)

FLAGSHIP SPECIES – THE SWISS ARMY

KNIFE OF CONSERVATION PSYCHOLOGY

Flagship

Responses

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?

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.

FLAGSHIPS IN A CONSERVATION

PSYCHOLOGY FRAMEWORK

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

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

Very large for type

Charismati

c

Megafauna

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

WHO CAN BE A FLAGSHIP?

USING FLAGSHIPS – THE UPSIDE Visitor Responses Satisfaction Understanding Concern Awareness

Conservation Outcomes (i.e. flagship responses) Greater visitation Stronger support networks Greater degree of conservation success

Site Benefits Financial Increased awareness Volunteering Political activism

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

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)

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

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

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

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

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

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

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. 1 2 3 4 5 6 7 8 9

2) My emotional sense of well-being will be severely

diminished by the extinction of tis species.

1 2 3 4 5 6 7 8 9

3) I need to learn everything I can about this species. 1 2 3 4 5 6 7 8 9

4) I will alter my lifestyle to help protect this species. 1 2 3 4 5 6 7 8 9

5) My connection to this animal has increased my

connection to the species as a whole.

1 2 3 4 5 6 7 8 9

6) Wildlife protection must be society’s highest priority. 1 2 3 4 5 6 7 8 9

Factor loadings and parameter estimates equivalent across all 3 sites Pre-Visit Post-Visit

Fit Index Pre-Visit Post-Visit

CFI .91 .96

RMSEA .09 .058

SBc2 1124.54 (580) 819.48 (579)

Metric

Invariance

CFA Measurement Invariance across all 3 sites

Reliability: did we measure the same thing each time

Validity: did we measure what we thought we measured

Cronbach a

Pre-Visit: .93 Post-Visit: .93 R2

Pre-Visit: .40 Post-Visit: .34

Measurement Invariance across Pre-Visit/Post-Visit samples CFI: .95 RMSEA: .068 SBc2 : 1010.94 (379) DSBc2: 31.33 (18) – NS Factor loadings and parameter estimates equivalent across all Pre-Visit/Post-Visit samples

CONSERVATION CARING

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?

Conservation Caring

Behaviors

Interpretation & Communication

Natural Area Management

RESULTS

Conservation Caring

Behaviors



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

RESULTS

Conservation Caring

Behaviors



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

Natural Area Management Important elements of the wildlife viewing experience:

Species’ conservation status Understanding animals’ emotions & behaviors

Provide clear linkages between experience – impact – policy

Conservation caring strong predictor of visitor/stakeholder

support for management policies

RESULTS

Conservation Caring

Behaviors



RESULTS

Conservation Caring

Behaviors



Interpretation & Strategic Communication Strategic communication effective at stimulating

conservation caring

Purposeful interpretation can target specific visitor outcomes

Disconnect between species and biodiversity conservation Link interpretive practices – visitor outcomes – specific

conservation actions – species

RESULTS

Conservation Caring

Behaviors



POTENTIAL GAME CHANGERS – Interpretation

Lunar – The Leadbeater Possum Faunal emblem of Victoria

Interactive multimedia exhibit

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

PRODUCING FLAGSHIP RESPONSES

Visitor Behavior Spectrum

Species oriented

Off-site

Biodiversity oriented

On-site

Aim

Here

First!! 2nd

Target

3rd

Target

4th

Target

Emotional

Connecti

on

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.

FLAGSHIPS – BUILDING BIODIVERSITY Extending conservation benefits

beyond individual species

Recruiting species to encompass more ecosystems

Local/global visitor behaviors

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

FLAGSHIPS – BUILDING BIODIVERSITY

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

CONCLUSIONS

Conservation caring is a reliable and valid measure of people’s emotional connection to a species (20+ countries, 4 continents, 8000+ 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

QUESTIONS

Look for me on:

Jeffrey Skibins [email protected] Phone: 252-737-1374

mailto:[email protected]

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Facilitating Pro-Environmental Behavior: How to Put the Transtheoretical Model of Behavior Change into

Action

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.

TUESDAY, NOVEMBER 13, 2018 12:00-1:00 PM EST

Presenter: Dr. Abi Abrash Walton

Co-Director, Conservation Psychology Institute Antioch University New England

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.

In Memory Of

Carol Saunders

“…(she) gave so much to make this earth a better place.”

new directions in conservation psychology webinar … · new directions in conservation psychology...

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