Bosch, Sarah van den (2022) Increasing the Public’s Support of Zoos using Value-Congruent Framing. Bachelor thesis, Psychology.
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Abstract
For zoos to contribute to biodiversity conservation, they need to receive support from the public. To address this issue, the present study investigated the effect of value-congruent framing on zoo support, as well as the relationship between participants’ values and their rating of the importance of the four roles of the modern zoo (conservation, education, research, and entertainment). Participants’ (N = 576) values were assessed by means of an online survey. This was followed by a video manipulation consisting of information about zoos and zoo animals, framed in accordance with either biospheric or hedonic values. Post-manipulation, we assessed zoo support and perceived importance of zoo roles, and analysed whether there were group differences in these measures for different value groups and framing conditions. We did not find evidence that aligning the framing of the manipulation with participants’ central values (i.e., value-congruent framing) resulted in higher zoo support. We did find group differences in perceived importance of zoo roles: participants high in biospheric values rated the conservation, education and research roles as more important, while participants high in hedonic values rated the entertainment role as more important. More research is needed to examine whether value-congruent framing does not apply to zoo support at all or whether the theory and methods need revising in this context.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Downer, T.J. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 22 Jun 2022 12:53 |
| Last Modified: | 22 Jun 2022 12:53 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/585 |
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