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- The social representations of Zoo Goers toward Crocodiles and Turtles: Structural analysis and implications for conservationPublication . Neves, João; Giger, Jean-Christophe; Alves, Vasco; Almeida, JoanaZoos have changed dramatically over the last century and today attract millions of people worldwide, being places where visitors can closely watch wildlife and learn about the species on display. Although present at most zoos, reptiles are challenging animals in terms of visitor interest and engagement, as some species do not fit aesthetic standards from the human standpoint, have culturally negative perceptions or generate aversive emotions. By studying zoo visitors’ social representations of crocodiles and turtles, we aimed to detail their structures, as well as identifying their prototypical elements that help to understand their emotional and cognitive framing. The findings show the crocodile’s prototypical image as a big, fearsome predator with teeth as its main physical attribute. Male visitors showed a more emotional perception of this animal. The turtle’s prototypical image is a slow, hard-shelled ancestral sea animal with a neutral-to-positive set of traits, with no particular differences between genders. Our results shed a more detailed light on some of the social constructs that make up the mental images of these animals, which can help the zoological community direct communication toward a more fluent conversation between stakeholders toward conservation.
- Focusing on social behaviors: Improving the perceived warmth of sharks in an aquarium settingPublication . Neves, Joao; Giger, Jean-Christophe; Alves, Vasco; Soares, NunoSharks are commonly depicted as intentionally dangerous predators and are considered a threat by the general public, limiting support for and success of global shark conservation. Following the SCM framework, this study aimed at testing the effect of information on the social lives of sharks alone or paired with circumstantial humor on the participants’ perceived warmth of sharks before visiting an aquarium. The present study took place in a naturalistic setting, allowing testing of the variables in a pseudo-real-world environment where results can objectively help in the implementation of strategies on the ground. A total sample of 303 visitors participated in this study, where three conditions (control: 100; social information: 102; social information with humor: 101) were tested. Results showed that, although mild, it was possible to affect the warmth dimension of the shark’s stereotype, most likely due to the presence of information about the social lives of sharks. This information slightly leveraged the perceived warmth dimension, although still far from the less threatening stereotype as aimed. Results also highlight the possible importance of using videos within the strategic communication and education approaches in aquariums in order to be most effective in challenging the shark stereotype. Limitations and future research ideas are explored.
- Social representations of sharks, perceived communality, and attitudinal and behavioral tendencies towards their conservation: an exploratory sequential mixed approachPublication . Neves, João; Giger, Jean-Christophe; Piçarra, Nuno; Alves, Vasco; Almeida, JoanaSharks are crucial to the marine ecosystem, but they are critically declining. Their bad public image explains, to some extent, the lesser concern for their conservation compared to other marine species. Extending previous research which has mainly focused on the study of attitudes towards sharks, we propose a two studies sequence, first by exploring the shark's social representation, followed by an exploration of some stereotypical traits that may affect attitudes toward shark conservation. Study 1 specifically exploreed the social representation of sharks in a sample of zoo goers (N = 979). Main results showed that the representation was ambivalent and participants considered sharks as human predators. Surprisingly, findings showed that sharks were also seen as highly agentic and little communal animals. Consequently, Study 2 (N = 60) was designed to more thoroughly explore this gendered view as well as its implications in the attitudes and behavioral intention towards shark conservation. Results showed that, although sharks were again perceived as highly agentic, it was the perception of the sharks' communality that was associated with more positive attitudes towards their conservation and a higher tendency to choose a shark conservation trust as first choice. Implications of studies 1 and 2 results for sharks' conservation communication strategies and policies are discussed.