NA PowerPoint (2)
Published on: Mar 3, 2016
Transcripts - NA PowerPoint (2)
A Guide to Assessing Conservation Behavior
Change for Visitors of the National Aquarium in
Shareese Williams, Kevin Jones, Ben Crenca,
Tiana Milburn, & Marian de Almeida
Racing Extinction (Discovery Channel, 2015)
Captain Planet - PSA
How did those make
❖ Scope of Project
❖ Methods of Data Collection
Scope of the Project
❖ Collect data on conservation behavior change
strategies through evaluation of current literature and
❖ Selecting appropriate conservation behaviors for
❖ Assessing effectiveness of behavior change strategies
Topics to Address
❖ Identifying barriers to selecting appropriate
conservation change behaviors for the NA
❖ Determining criteria for conservation behavior success
❖ Recommending methods for assessing the success of
conservation change campaigns
❖ Two methods:
➢ Literature Review
■ Keywords: evaluating change programs, models of
change, barriers to change, etc.
■ Three Interviews/meetings in total
Results - Interviews
➢ Effective assessments of change strategies
➢ Additional methods for selection
➢ Key Performance Indicators (KPIs)
➢ Criteria for success
Results - Literature Review
Literature Review Themes: Models of Behavior Change
❖ McKenzie-Mohr’s (2000) Community Based
❖ Prochaska’s (1986) Transtheoretical Model
Literature Review Themes: Selecting Behaviors
❖ To select appropriate conservation behaviors,
behaviors must be:
➢ Nondivisible and end state
➢ Have high impact and high probability
➢ Have low penetration
Literature Review Themes: Identifying Barriers
❖ Audience Selection
Literature Review Themes: Monitoring and Evaluation
❖ Types of Assessments
➢ Focus groups
➢ Critical incidents
❖ Identifying barriers through survey/polls/focus groups to create visitor
➢ Twitter polls/surveys (example on upcoming slide)
➢ AT&T #ItCanWait Campaign
➢ Wide reaching
➢ Inundation, audience limitations
❖ Setting criteria of success
➢ Creates benchmarks to determine success
➢ Provides a baseline
➢ Needs to be tailored to specific audience and behavior(s).
❖ Evaluating change through critical incidents
➢ 1 positive and 1 negative experience at the NA
➢ Assess limitations and benefits of exhibits
➢ Good indicator of knowledge and attitudes
➢ Misguided information
Recommendation Three Cont.
❖ Evaluating change through diaries
➢ Paper or electronic
➢ Nielsen ratings methodology
➢ Insight into post NA visit behavior
➢ Subjective, difficult to verify
❖ Change is dependent on visitors.
❖ Information gathered by surveys/in focus groups is
subjective and may be unverifiable.
❖ Larger interviewee sample would have increased
confidence in opinions presented.
❖ Reviewed literature spanned many sources and topics
unrelated to conservation.
❖ Benefits of Recommendations:
➢ Visitor profiles and associated barriers
■ Casting a wider net.
■ Insight into perceived barriers for each profile described.
➢ Setting criteria for success
■ Makes goals/expectations salient.
■ Allows for baseline measurement to later compare against results.
➢ Critical Incidents
■ Sense of visitor satisfaction at time of visit.
■ Sets benchmarks.
■ Allows for follow-up on behavior change campaign success.
■ Serves as a reminder to engage in conservation behaviors.
❖ Drawbacks of recommendations:
➢ Requires training of staff.
➢ Time/resources needed for focus group
➢ Cost of diary creation/tracking.
➢ Dependent on visitor participation.
AT&T (2013, Apr 12). AT&T Don’t text while driving documentary: AT&T [Video File]. Retrieved from
Discovery Channel (2015, Nov 5). Racing extinction: Premieres December 2nd at 9/8c [Video File]. Retrieved from
Gardolsenweb (2010, Oct 15). Captain Planet PSA [Video File]. Retrieved from https://www.youtube.com/watch?v=8Dtu1ddm5e0
McKenzie-Mohr, D. (2000). Fostering sustainable behavior through community-based social marketing. American Psychologist,
Rakowski, W., Ehrich, B., Goldstein, M. G., Rimer, B. K., Pearlman, D. N., Clark, M. A., ... & Woolverton, H. (1998). Increasing
mammography among women aged 40–74 by use of a stage-matched, tailored intervention. Preventive Medicine, 27, 748-