Owls hold significant utilitarian and aesthetic values for humans, ranging from pest control to ecotourism. However, cultural beliefs rooted in negative perceptions and emotions have led to conflicts and threats to many owl species. In South America, research on the relationship between owls and people is limited. This study aims to identify the variables involved in the construction of social knowledge, perceptions, and emotions toward owls. Face-to-face questionnaires were administered to residents in southern Ecuador. The data were analyzed using decision trees, a novel approach in ethnobiology. The results indicate that participants exhibited accurate knowledge of owl diet and habitat, with a majority having previous owl sightings and familiarity with their vocalizations. These factors, along with the sources informing their knowledge (such as school and family), contribute to the development of neutral perceptions and emotions toward these birds. The majority of participants recognize the importance of owls for the environment and support their conservation, with these two variables playing a crucial role in shaping positive emotions. Additionally, perceptions and emotions are primarily influenced by the region of residence. The presented data provide valuable insights into the significance of social perceptions and emotions in designing strategies to mitigate intentional owl mortality and persecution resulting from misconceptions and misperceptions.