Does Active or Informative Messaging Result in Greater Conservation Engagement?

Abstract

Strategic communication can motivate target audiences to take conservation action. Yet, whether audiences are motivated by more information or more influential visuals is unclear. Using online surveys, we compared different visual communication strategies using text, graphics, and photographs for encouraging parrotfish-friendly conservation behaviors to see which one yields greater emotion, interest, and intended action. Experiment 1 explored whether a scientific-oriented poster would be more or less effective in promoting conservation behaviors than a graphical poster using social marketing techniques. Experiment 2 contrasted the two posters with a photograph and graphic icons without text against a blank control. Results revealed how engaging visuals can inspire reactions and behavioral intentions. The posters both elicited positive reactions, but with less text and content to process, the social marketing poster more efficiently inspired the desired reactions. This work highlights that conservation communications can strategically use psychology and graphics to efficiently inspire desired actions.