The Effect of Moral and Threat Appeals on Reducing Depreciative Behavior at Rock Imagery Sites

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ABSTRACT Depreciative behaviors are unintentional actions by individuals that damage the resource or impact the experiences of others. Rock imagery is highly susceptible to these types of behaviors, and the damage may be permanent. As visitation to rock imagery increases, the opportunity for depreciative behavior likewise increases. There has been surprisingly little research on how to reduce these types of behaviors, specifically around cultural resources. This study designed, installed, and assessed the effectiveness of a moral-appeal message using the Norm Activation Theory of Prosocial Behavior, the current Bureau of Land Management (BLM) threat-appeal message, and a no-message control at reducing depreciative behaviors at a rock imagery site. This research resulted in a significant decrease in depreciative behavior, specifically touching, when the moral-appeal message was installed. The study found that the BLM threat-appeal message led to an increase in visitor touching as compared to the control, suggesting that current land management agencies should reevaluate their indirect management approach to protect rock imagery.

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