Public views towards black bears and bear smart messaging in a rural context
Loading...
Date
2019-07-05
Authors
Parker, Lynnea
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Black bears (Ursus americanus) can develop nuisance behaviours such as food conditioning and habituation in response to obtaining attractants on private properties. Black bears that express nuisance behaviours are often destroyed by wildlife management officials due to concerns for public safety. Bear smart programs across North America have been instituted to promote the removal of attractants from private properties in an effort to prevent bears from becoming food conditioned and habituated. Gaining the voluntary compliance of homeowners through the use of effective messaging campaigns is essential for achieving this goal. This study examined the use of positive, negative, and rational messaging strategies with homeowners from rural agricultural, rural residential, and rural recreational areas near Riding Mountain National Park in Manitoba, Canada. In June and July of 2016, 279 Homeowners from randomly selected residences filled out a questionnaire which was developed using the theory of planned behaviour. In this study there were 3 treatment groups and 1 control group. Each treatment group received a different bear smart poster which was examined prior to completing the questionnaire. Results showed that attitude and belief and social norm explained 47.6% of the variation in homeowner intention to remove black bear attractants from properties. The positive and negative posters both failed to elicit emotional responses from participants and messaging in general had no impact on homeowner intention to remove or securely store attractants. The location homeowners were from (rural agricultural, rural residential, or rural recreational areas) was found to affect their attitudes and beliefs toward bears, the influence of social norms, levels of perceived control, and behavioural intention to remove attractants. The majority of participants were found to be positively aligned with bear smart objectives and had removed or securely stored attractants from their properties in the past to prevent conflict. Positive values held towards black bears and a high degree of pre-existing conformity with bear smart programs is thought to explain why no effect of messaging was found. Results from the theory of planned behaviour suggest that messages aimed at establishing and promoting social norms could increase the effectiveness of campaigns.
Description
Keywords
Black bear, Ursus americanus, Bear smart, Manitoba, Riding Mountain National Park, Public messaging, Persuasive messaging, Rational appeal, Emotional appeal, Rural homeowners, Theory of planned behavior