Using Audience Physiology to Assess Engaging Conservation Messages and Animal Taxa

摘要: AbstractWe used heart rate change as a tool to study how positive and negative wildlife conservation messaging impacts viewer, which types of animal images stimulate greatest reaction. We scenes from five videos available environmental organization websites YouTube, with messaging. found both very in may be similarly effective engaging viewers. A trend greater changes when insects, mammals, birds appear on the screen suggests generally high human interest these taxa, potentially due avoidance attraction responses. The number (N = 54) various taxa reflects bias toward mammals (65%) (17%) capture viewers’ attention. Arousal is primary step an audience attend message. Physiological research offers innovative new techniques evaluate public responses communications about biodiversity conservation.