Targeting your audience
Wildlife value orientations and the relevance of messages about bear safety
Bibliographic Data
| ID | 15327686 |
|---|---|
| Authors | Zachary D Miller (0000-0001-9909-1202, Department of Recreation, Park, and Tourism Management, The Pennsylvania State University, University Park, PA, USA, corresponding author), Wayne Freimund (Clemson University), Elizabeth Covelli Metcalf (0000-0001-6917-8729, Department of Society and Conservation, The University of Montana, Missoula, MT, USA), Norma P Nickerson (University of Montana), Norma Nickerson (Department of Society and Conservation, The University of Montana, Missoula, MT, USA) |
| Year | 2017 |
| Volume | 23 |
| Issue | 3 |
| Pages | 213-226 |
| Publication date | 2017-12-08 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Human Dimensions of Wildlife (JOURNAL) |
| Journal identifiers | ISSN: 1087-1209 • E-ISSN: 1533-158X |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/10871209.2017.1409371 |
| OpenAlex | W2774599655 |
| Language | EN |
| Citations received | 23 |
| References cited | 46 |
While there is an assumption that wildlife value orientations can be useful in strategic communication, few studies have empirically explored this topic. This article used the concept of wildlife value orientations to understand how to increase the motivation of people to process information about wildlife in the context of persuasive communication. A confirmatory factor analysis was used to identify mutualism and domination wildlife value orientations. From the wildlife value orientations, crosstabs were used to create a typology with four discreet segments: mutualists, pluralists, traditionalists, and distanced. A series of ANOVAs examined how important different messages about bear safety were to the typology segments. Results indicated that message relevancy differs among wildlife value orientations. Managers can use this information to help frame their communications about wildlife-related issues. Future research should continue to explore the impact of this value-framing approach to other persuasive communication concepts, like attitudes and behaviors
Advertising · Biology · Business · Context (archaeology · Environmental resource management · Framing (construction · Geography · Political science · Public relations · Relevance (law · Typology · Value (mathematics · Wildlife · Animal and Plant Science Education · Computer Science · Environmental Education and Sustainability · Psychology · Social and Intergroup Psychology · Social Psychology · Ecology · Marketing
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| Unique citing works | 23 |
|---|---|
| Citations per year | 3,29 |
| Citation span | 2019 - 2026 (8) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 23 |