Persuasive communication aimed at achieving wildlife-disease management goals

Abstract

Achieving an adequate hunter harvest of game animals that meets wildlife-disease management objectives is a challenge if hunters perceive too few animals relative to expectations. Persuasive communication is a strategy commonly used to influence human perceptions, attitudes, and behaviors in public health. Research on effectiveness of persuasive communication in the context of wildlife-disease management is limited, however, which reduces the utility of communication as a management option. To gain insight into the effectiveness of persuasion in wildlife management, we experimentally evaluated a communication campaign aimed at influencing hunters' perceptions and behavioral intentions to harvest more antlerless white-tailed deer (Odocoileus virginianus). Reduction of deer density is a prevailing management technique where bovine tuberculosis (Mycobacterium bovis) exists in wild deer populations. In 2012, we conducted an experiment with pre- and post-exposure self-administered mail questionnaires to survey deer hunters in Michigan, USA. Campaign materials were direct mailed with the post-exposure survey. Paired change score analysis was used to evaluate effects of exposure to campaign materials for an intervention relative to control group. Respondents exposed to persuasive communication materials (n = 480) reported changes in perceptions of what others are doing, perceptions of risks from bovine tuberculosis, and behavioral intentions toward hunting and harvesting more antlerless deer. Changes in perceptions of risks from disease management policies negatively affecting deer hunting also were reported in the exposure group. Our results reveal communication can be most persuasive when it focuses on the activity of interest (deer hunting), communicates goals of management (wildlife-disease management), and communicates actions individuals (deer hunters) can take to reduce risks. © 2014 The Wildlife Society.