Exploring the efficacy of identity priming and message framing in influencing American attitudes toward trophy hunting

by Eden Rozing, Elena C. Rubino, Amber Turner, Pipiet Larasatie

In the United States, the general public typically disapproves of trophy hunting. Given the global ubiquity of the practice, its potential to benefit conservation when properly managed, and the substantial role played by American hunter-tourists, changing these attitudes can help to maintain the practice as a wildlife management tool. Existing trophy hunting communications, which are currently neither well-designed nor widely distributed, are unable to effectively do so. We used an online survey to explore current American attitudes regarding trophy hunting and assess the efficacy of different messaging strategies in influencing these attitudes. Respondents were randomly sorted into nine treatment groups, each of which received both an identity-focused priming item (or lack thereof, as a control) and a message about trophy hunting. The priming items prompted respondents to consider either their personal values (personal identity) or political affiliation (social identity) before reading their assigned message. All three messages evaluated in this study contained a brief informative paragraph about trophy hunting, and additional information concerning either the ecological or socioeconomic benefits associated with the practice was appended onto this paragraph for respondents assigned to treatments featuring an experimental message frame. Based on the responses of 2000 U.S. residents, we found that negative attitudes regarding trophy hunting were pervasive and resistant to change. Messages framed around the ecological or socioeconomic benefits of managed trophy hunting slightly increased approval for the practice, but identity-focused priming items had no comparable effect. Additionally, respondents’ trust in the messages varied by source. This research represents a novel approach to understanding and changing public attitudes toward a highly controversial form of hunting through scientifically informed messaging. While our findings suggest several areas of improvement specifically for future trophy hunting communications, they may also be applied to outreach efforts concerning other contentious wildlife management issues.