Enhancing Aquatic Invasive Species Outreach Through Values-framed Messages

ABSTRACT

Aquatic invasive species (AIS) pose negative threats to ecosystems and society on a global scale. The unintentional transport of AIS by recreationists who move between waterbodies has prompted outreach campaigns that encourage changes in human behavior. These campaigns have been widely disseminated, however the risks of AIS transport remain high. Thus, evaluations of how these campaigns are being processed by stakeholders are urgently needed. In this study, we tested the persuasive capacity of values-framed messages among recreational water users throughout the U.S. state of Illinois. Results indicated that messages framed to reflect biospheric and altruistic values were most likely to resonate with recreationists. Specifically, participants with strong biospheric values tended to review the message closely when it was aligned with their values, resulting in stronger beliefs about their ability to take action. Implementing values-framing in AIS outreach may ultimately increase support for AIS prevention and lower the risk of spread.

KEYWORDS:

• Message framing
• elaboration likelihood model
• protection motivation theory
• aquatic invasive species prevention

Acknowledgements:

Thanks are extended to the individuals who shared their experiences and knowledge in support of this research process. Funding for this study was provided by the Great Lakes Restoration Initiative, USFWS, Illinois Department of Natural Resources Grant (# CAFWS-144A) and USDA National Institute of Food and Agriculture Hatch program (accession #: 1012211). We would like to thank Greg Hitzroth and Amanda Huegelmann for feedback during various phases of this research, and Cory Suski, Eric Larson, and Brian Quick for valuable comments on an early version of the article.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study will be made openly available via Zenodo at https://doi.org/10.5281/zenodo.6515939.

Additional information

Funding

This work was supported by Great Lakes Restoration Initiative, United States Fish and Wildlife Service, Illinois Department of Natural Resources Grant [grant number CAFWS-144A]; United States Department of Agriculture National Institute of Food and Agriculture Hatch Program [grant number 1012211].