Is it live or is it Lunar? Examining the role of anthropomorphism in zoo visitors' conservation behaviors

The use of anthropomorphism in conservation messages has been intensely debated. On the one hand, it has been argued that attributing human characteristics to wild animals could create misconceptions of a species’ natural... [ view full abstract ]

The use of anthropomorphism in conservation messages has been intensely debated. On the one hand, it has been argued that attributing human characteristics to wild animals could create misconceptions of a species’ natural history. However, from an interpretation standpoint, anthropomorphism can be a useful tool to help foster a connection to wildlife, which is correlated to pro-conservation behavioral intentions. Additionally, many charismatic species possess traits and behaviors that are pre-disposed to being anthropomorphized. Zoos rely on both interpretive communication strategies and charismatic species to encourage pro-conservation behaviors within visitors. However, little is known regarding how visitors perceive an anthropomorphized version of a species relative to the live animal, or if interpretation using anthropomorphism can drive behaviors. The purpose of this study was to assess the effectiveness of Zoos Victoria’s anthropomorphized version of a Leadbeater’s possum – Lunar, and the interactive exhibit – Lunar’s Secret Forest. The interpretive strategy aimed to foster visitors’ connection to Leadbeater’s possums and encourage action. Secondarily, we sought to compare the experience in Lunar’s Secret Forest to seeing a live animal. Lastly, we examined differences in perceptions, development of a connection, and behavioural intent between Lunar and a live animal. Data were collected from 297 visitors to Healesville Sanctuary in 2014. Scale analyses and multiple regressions were used to analyze the data. Results support two factors to measure visitors’ perceptions of Lunar/live animal, likeability and similarity in experience to humans. Both factors differed significantly between Lunar and a live animal. Visitors reported a higher likeability for a live animal and higher degree of similarity to human experience for Lunar. Both factors were significant predictors of a connection to Leadbeater’s possums. Which in turn, was a significant predictor of willingness to act. No differences were found in a connection to Leadbeater’s possum or willingness to act when comparing Lunar to a live animal. Data from this study support the role an anthropomorphized character can play in visitors’ ability to connect to a real animal, and ultimately act on its behalf. Additionally, zoos could explore the role of animated characters as proxies for elusive or less popular species.