Abstract
AbstractIn three studies, death imagery and regulatory focus are examined for their effects in wildlife protection campaigns. Images of death are found to lead to positive intentions to conserve wildlife through fear, but only when ads are prevention‐focused rather than promotion‐focused. In Study 1, participants who view an image of a dead elephant indicate feeling fear and stronger intentions to conserve wildlife. In Study 2, participants who view a prevention‐focused ad depicting a dead rhino indicate stronger intentions to sign a wildlife conservation pledge, but the effect is attenuated when the ad is promotion‐focused. Study 3 finds similar results using the image of a dead tiger. Theoretical insights and practical implications are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
