NEW DIRECTIONS IN CONSERVATION WEBINAR SERIES Conservation Caring: Using Psychology and Statistics to Save

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 ). Creating an emotional connection to and acting for wildlife are the objectives of using flagships. The implementation and efficacy of flagships are based on principles. Conservation caring, a construct advanced by Rabb and Saunders (2005), provides a framework to understand how people connect to and act for . This webinar will Presenter: Dr. Jeffrey Skibins explore how conservation caring can be used to measure Assistant Professor Recreation & Park Management and predict visitors’ flagship responses within and East Carolina University between natural areas, zoos, and aquariums. NEW DIRECTIONS IN CONSERVATION PSYCHOLOGY WEBINAR SERIES Conservation Caring: Using Psychology and Statistics to Save Wildlife

• Overview & Introductions • Dr. Joy Ackerman

• Presentation • Dr. Jeffrey Skibins

• Audience Questions • Dr. Joy Ackerman

NEW DIRECTIONS IN CONSERVATION PSYCHOLOGY WEBINAR SERIES 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 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 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. NEW DIRECTIONS IN CONSERVATION PSYCHOLOGY WEBINAR SERIES Conservation Caring: Using Psychology and Statistics to Save Wildlife

Dr. Joy Ackerman is a Core Faculty member in the 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 experience. She received her Ph.D. in environmental studies from Moderator: Antioch University, focusing on sacred geography through researching Walden Pond as a place of pilgrimage. She is Dr. Joy Ackerman interested in the phenomenology of place experience, Co-Director, Conservation Psychology Institute environmental and ecological identity, and how people Antioch University New England experience, develop and articulate their connection with nature. NEW DIRECTIONS IN CONSERVATION PSYCHOLOGY WEBINAR SERIES 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 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 “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

“… conservation is a human endeavor: initiated by , designed by humans, and intended to modify human behavior to achieve a socially desired objective – the conservation of species, , and ” 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 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)

Expected ‘Flagship Responses’ Flagship Model (e.g. care about/care of)

Public FLAGSHIP Species awareness SPECIES & action (Simberloff, 1998) 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? Flagship What does the ideal visitor experience look like? 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. 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” Charismati (easy to sell in gift shops) c Megafauna  Anthropomorphic features

 Very large for type

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 USING FLAGSHIPS – THE UPSIDE Visitor Responses Site Benefits  Satisfaction  Financial  Understanding  Increased awareness  Concern  Volunteering  Awareness  Political activism

Conservation Outcomes (i.e. flagship responses)  Greater visitation  Stronger support networks  Greater degree of conservation success 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 Don’t  Help visitors understand species’  Be vague behaviors & emotions  Always place in context of biodiversity  Highlight Show how biodiversity benefits the species  Be intentionally anthropomorphic  Assume you are “preaching to the choir”  Link to specific behaviors

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 CARING SCALE DEVELOPMENT Initial Final 1. I am deeply concerned about the 1. Ensuring this species’ survival is my care and well-being of this animal highest priority at this site 2. This species has as much right to 2. My emotional sense of well‐being exist as any human being will be severely diminished by the 3. Ensuring this species’ survival is of this species my highest priority 3. I need to learn everything I can ‐ 4. My emotional sense of well being about this species will be severely diminished by the extinction of this species 4. I would protest this site if I learned 5. I need to learn everything I can of the mistreatment of this animal about this species 5. I will alter my lifestyle to help 6. I would protest this site if I learned protect this species of the mistreatment of this animal 7. I will alter my lifestyle to help 6. My connection to this animal has protect this species increased my connection to the 8. My connection to this animal has species as a whole increased my connection to the 7. Wildlife protection must be society’s species as a whole highest priority 9. 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 Strongly Strongly Disagree Agree questions. A ‘5’ indicated you neither agree nor disagree. 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 1 2 3 4 5 6 7 8 9 diminished by the extinction of tis species. 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 1 2 3 4 5 6 7 8 9 connection to the species as a whole. 6) Wildlife protection must be society’s highest priority. 1 2 3 4 5 6 7 8 9 CONSERVATION CARING

Reliability: did we measure the Validity: did we measure what we same thing each time thought we measured Measurement Invariance across CFA Measurement Invariance across Pre-Visit/Post-Visit samples all 3 sites CFI: .95 RMSEA: .068 Fit Index Pre-Visit Post-Visit SBc2 : 1010.94 (379) CFI .91 .96 DSBc2: 31.33 (18) – NS

RMSEA .09 .058 Factor loadings and parameter estimates SBc2 1124.54 (580) 819.48 (579) equivalent across all Pre-Visit/Post-Visit samples

Factor loadings and parameter Cronbach a estimates equivalent across all 3 sites Pre-Visit: .93  Pre-Visit Post-Visit: .93  Post-Visit R2 Metric Pre-Visit: .40 Invariance Post-Visit: .34 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 Natural Area Caring Management

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

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

Natural Area Management Behaviors  Important elements of the wildlife viewing experience: Species’ conservation status Conservation Natural Area Understanding animals’ emotions & behaviors Caring Management

Interpretation &  Provide clear linkages between experience – impact – policy Communication

 Conservation caring strong predictor of visitor/stakeholder support for management policies RESULTS Interpretation & Strategic Communication Behaviors  Strategic communication effective at stimulating

conservation caring Conservation Natural Area Management Caring  Purposeful interpretation can target specific visitor Interpretation & outcomes Communication

 Disconnect between species and biodiversity conservation

 Link interpretive practices – visitor outcomes – specific conservation actions – species RESULTS

POTENTIAL GAME CHANGERS – Interpretation Behaviors

Lunar – The Leadbeater Possum Conservation Natural Area Management  Faunal emblem of Victoria Caring

Interpretation &  Interactive multimedia exhibit 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 PRODUCING FLAGSHIP RESPONSES Visitor Behavior Spectrum Aim Here 2nd On-site First!! Target

Emotional Biodiversity Species Connecti oriented on oriented

4th Off-site 3rd Target Target 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

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 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

Jeffrey Skibins

[email protected]

Phone: 252-737-1374

Look for me on: NEW DIRECTIONS IN CONSERVATION PSYCHOLOGY WEBINAR SERIES Conservation Caring: Using Psychology and Statistics to Save Wildlife

Thank you for joining us today! Within a week you will receive an email from us with a link to the webinar recording and slides.

You should have already received an email today with a link to our webinar survey. Please take a few moments to fill it out - we value your feedback!

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

TUESDAY, NOVEMBER 13, 2018 12:00-1:00 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 Presenter: Dr. Abi Abrash Walton construct. Come with your examples of specific Co-Director, Conservation Psychology Institute behaviors that might be a focus for change. 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.”