(23) Using Injured and Non-injured Wildlife as Ambassadors of Conservation Messages

Howard Ladewig, University of Florida, Gainesville, FL

Session: Concurrent session A5:  Extension Program Examples

The need for proactive public action regarding habitat conservation is more important now than ever before.  Natural resource Extension professionals often use both injured and non-injured (imprinted) wildlife as ambassadors of habitat conservation messages to enhance public commitment to engage in environmentally responsible behaviors.  However, is an injured animal used as a teaching tool more likely to generate commitment to behave in an environmentally responsible manor when compared to a similar non-injured animal? 

The purpose of this study was to determine if and how different types of birds of prey presentations influence the empathy, altruism, and behavioral intentions of adults.  Birds of prey are often used in outreach presentations due to easier handling and transport abilities during off-site visits.  Three types of presentations were compared: (1) presentations involving injured birds of prey, (2) presentations with similar non-injured birds, and (3) slideshow presentations involving pictures of the same birds.  The same educator presented each scripted presentation involving a total of 213 participants. 

Principal component factor analysis and multiple regression revealed that regardless of the type of presentation, individuals who discussed wildlife habitat conservation with others, experienced feelings of compassion from the presentation, and believed the behaviors being advocated were acceptable to others were more likely to be committed to engaging in behaviors to help wildlife and their habitat.  Participants of the slideshow presentations had different behavioral commitment-related responses than other participants.  More research is needed to determine if using animals in programs distracts audience attention away from the messages being presented.  Extension professionals who use wildlife in their programs can enhance the likelihood of participant engagement in pro-environmental behaviors by: (a) conveying targeted, species specific information, (b) sharing conservation messages that instill a sense of compassion for wildlife, and (c) describing the social acceptability of the conservation behaviors they share.  

Nicholas Fuhrman
Virginia Polytechnic Institute and State University
119 Hutcheson Hall
Blacksburg, VA, 24061-0419, USA
Phone: 540-231-9414
Fax: 540-231-0762
Email: nifuhrma@vt.edu