Abstract
Behavior Between 1970 and 2014, wild vertebrate populations have declined by 60%, and natural systems worldwide are under increasing pressure from human actions. Changes in human behavior will be key to addressing these conservation challenges. In a Perspective, Cinner discusses a range of cognitive biases and social perceptions that can be leveraged in conservation programs. For example, losses tend to hurt more than gains feel good. Conservation efforts can take account of this loss aversion bias by stressing the potential losses from not pursuing them. However, integration of this and other behavioral insights into conservation is not straightforward. It is crucial that behavior change interventions are not seen as coercive and that they are carefully tailored to the situation to which they are applied. Science , this issue p. [889][1] [1]: /lookup/doi/10.1126/science.aau6028
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