UBC Theses and Dissertations

UBC Theses Logo

UBC Theses and Dissertations

Exploring attitudes and preferences toward species at risk in British Columbia Echeverri Ochoa, Alejandra


There are 199 species at risk in British Columbia (B.C.). To elicit public support to conserve biodiversity, it is important to understand people’s attitudes and preferences toward species at risk. Here we examine how people perceive endangered species in B.C., how message framing shapes the attitudes toward the species, and whether implicit or explicit preferences determine willingness to pay for conservation. In Study 1 reported in Chapter 2, we presented three messages about sea otters to 623 residents in B.C., and measured the change in their attitudes toward sea otters using Kellert’s typology of basic attitudes toward wildlife. The messages were framed as either positive (as a keystone species), negative (resource conflict with First Nations’ fishermen in the West Coast of Vancouver Island), or neutral (biological facts). We found that the negative message promoted acceptance for managing sea otters and their habitats for use values (utilitarian-consumption, utilitarian-habitat), and for exerting control over sea otters (dominionistic). This shift in attitudes occurred even though the negative message was perceived as less convincing and believable than the positive or neutral messages. The positive message, on the other hand, decreased utilitarian-consumption attitudes. In Study 2 reported in Chapter 3, we evaluated people’s implicit and explicit preferences for four species at risk in B.C. (sea otter, American badger, caribou, and yellow-breasted chat). We found that explicit rather than implicit preference predicts willingness to pay for conservation of each species, and findings suggest that people apply the affect heuristic when judging species—species that are less liked may be perceived as riskier, and vice versa—. This finding holds for both residents in B.C. (n=55) and outside of B.C. (n=463). The results from the two studies highlight the importance of attitudes, messaging, and preference when designing conservation campaigns and efforts.

Item Citations and Data


Attribution-NonCommercial-NoDerivs 2.5 Canada