What Are They Thinking? Exploring Layperson Conceptualizations of Wildlife Health and Disease

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Communication is an important part of wildlife management. Communication strategies based in knowledge of stakeholder understandings of key issues tend to be particularly effective. We conducted focus groups in five states across the United States to evaluate how laypersons conceptualize wildlife health and wildlife disease management. Based on insights from the focus groups, we identified building blocks of layperson mental models for wildlife health. From the layperson perspective, wildlife health was associated with absence of disease; balanced, sustainable populations; healthy animals; habitat quality; and ecosystem health. Wildlife disease was commonly viewed as a natural phenomenon. Factors influencing support for wildlife disease management included the specific methods used, cost, predicted consequences of management, level of uncertainty, and severity of the disease threat. Knowledge attained from these focus groups provides empirical evidence of beliefs and perceptions that influence public understanding and agreement with wildlife disease management.