Investigating the Influence of Zoo Exhibit Design on Visitor Empathy for Wildlife Thesis Presented in Partial Fulfillment of the Requirements for the Degree Master of Science in the Graduate School of The Ohio State University By Emily R. Grover Graduate Program in Environment and Natural Resources The Ohio State University 2018 Thesis Committee Dr. Kristi Lekies, Advisor Dr. Alia Dietsch Dr. Emily Buck 1 Copyrighted by Emily R. Grover 2018 2 Abstract Zoos and aquaria are constantly expanding upon their animal habitats and creating new visitor experiences. In addition to traditional interpretive signage, some institutions are incorporating innovative features such as videos and interactive elements into their exhibits. While there has been some research on how these new exhibit elements might impact visitor learning, what remains to be researched is how different elements of exhibit design influence the emotional connections made between visitors and animals during a zoo visit. This study sought to investigate 1) zoo visitors’ empathy for charismatic and non- charismatic animals, 2) what types of exhibit elements visitors interact with, and 3) whether specific exhibit design elements can be used to influence visitor empathy for the two types of animals. It was hypothesized that these exhibit elements can influence visitor empathy for animals, and specifically, those elements with more “layers” or technological features such as videos or interactive elements will be more influential. It was also predicted that zoo visitors will have high levels of empathy for wildlife, especially for charismatic species. It was expected that there would be gender and age differences in empathy for wildlife as well. To test these hypotheses, participants were recruited at the Columbus Zoo and Aquarium to complete a survey measuring their empathy for a charismatic and non-charismatic ii species, represented by a polar bear and jellyfish, and their perception of each exhibit element’s contribution to their empathy for those two species. The data were analyzed using correlations, t-tests, ANOVAs, and regression analysis. Results from data analysis suggest that zoo visitors express high levels of empathy for wildlife and slightly higher empathy for charismatic species. They also suggest that different exhibit elements do influence visitor empathy for both charismatic and non-charismatic species, and visitors perceive the elements of theming and animal habitat to be most influential in promoting empathy for wildlife. The findings of this study provide valuable implications for promoting visitor empathy for wildlife as well as improving zoo exhibit design. iii Acknowledgments I would like to thank my advisor, Dr. Kristi Lekies, for her knowledge, support, and guidance throughout this endeavor. Thank you for helping me refine my research skills and statistical knowledge, and for allowing me to develop a study that reflects both a field and a cause I have become truly passionate about. To the two members of my thesis committee, Dr. Alia Dietsch and Dr. Emily Buck, thank you for providing valuable advice and feedback on this study. To my colleagues at the Columbus Zoo and Aquarium, thank you for helping to make my study possible. Your assistance during all stages of this project has been incredibly helpful. Thanks especially to Nadya Bennett, for your creative insight, inspiration, and continual mentorship in the evaluation and research field. To my family and friends, thank you for motivating me during challenging times and for supporting me in all my endeavors. This process was made richer by the people I’ve met along the way; some of whom I’ve known from my first visit to SENR and others I’ve gotten to know better during this past semester. Thanks also to my officemates in Kottman 461 for your kind words of encouragement, even up until the final weeks. iv Vita 2010……………………………………….High School Diploma, Brecksville-Broadview Hts. High School, Broadview Heights, OH 2014……………………………………….BS in Psychology, The College of Wooster 2015-present………………………………Graduate Teaching Assistant, School of Environment and Natural Resources, The Ohio State University 2016-present………………………………Evaluation Team, Columbus Zoo and Aquarium Publications Clayton, S., Koehn, A., & Grover, E. (2013). Making sense of the senseless: Identity, justice, and the framing of environmental crises. Social Justice Research, 26(3), 301-319. Fields of Study Major Field: Environment and Natural Resources v Table of Contents Abstract ............................................................................................................................... ii Acknowledgments .............................................................................................................. iv Vita ...................................................................................................................................... v List of Tables ..................................................................................................................... ix List of Figures ..................................................................................................................... x Chapter 1. Introduction ....................................................................................................... 1 Background ..................................................................................................................... 1 Conservation Messaging in Zoo Exhibits ................................................................... 2 Role of Zoos in Promoting Pro-Conservation Attitudes ............................................. 3 Role of Zoos in Promoting Empathy .......................................................................... 4 Evolution of Zoo Exhibit Design ................................................................................ 4 Significance of the Study ................................................................................................ 6 Research Questions ......................................................................................................... 8 Chapter 2. Review of Literature ........................................................................................ 10 Technology in the Environmental Education Field ...................................................... 10 Technology in Environmental Education Programming .......................................... 11 Split Opinions on Technology .................................................................................. 12 Technology and Connection to Nature ......................................................................... 13 Zoo Exhibit Design: Exhibit Elements and Evolution of Design ................................. 15 Theming/Props .......................................................................................................... 17 Animal Habitat .......................................................................................................... 18 Signage ...................................................................................................................... 20 Videos ....................................................................................................................... 21 Interactive Elements .................................................................................................. 22 Visitor Interaction with Zoo Exhibits ........................................................................... 24 vi Empathy Toward Animals ............................................................................................ 26 Early Research on Empathy Toward Nature ............................................................ 26 Later Research on Empathy Toward Animals .......................................................... 27 Empathy with Charismatic and Non-Charismatic Animals ...................................... 27 Attitudes Toward Wildlife ........................................................................................ 29 Current Research on Empathy Toward Animals ...................................................... 30 Empathy: Role of Zoos in Promoting Empathy Within Visitors .................................. 32 Framing ..................................................................................................................... 33 Storytelling ................................................................................................................ 33 Summary and Hypotheses ............................................................................................. 34 Chapter 3. Methodology ................................................................................................... 37 Research Questions ....................................................................................................... 37 Study Design ................................................................................................................. 37 Participants .................................................................................................................... 38 Measurement and Instrument ........................................................................................ 39 Conservation Caring ................................................................................................. 40 Data Collection ............................................................................................................. 42 Data Analysis ...............................................................................................................