Attitudes toward protecting endangered species: The impact of perceived physical attractiveness of animals and political ideology

The current research examined how the perceived physical attractiveness (by humans) of an endangered species, the Dead Leaf Butterfly (Kallima inachus), political orientation, and political ideology impacted participants' attitudes toward supporting and protecting a species. Three experiments were conducted where the physical attractiveness of the Dead Leaf Butterfly was manipulated. Two of the experiments used a representative American sample, while one of the experiments used a Polish sample. In all three studies: (1) Participants rated the Dead Leaf Butterfly as more physically attractive when its wings were open and displayed a black apex, an orange discal band, and a deep blue base than when its wings were closed and resembled a dried leaf with dark veins; and (2) those who scored high in humanitarianism-egalitarianism provided more support for protection from harm for the Dead Leaf Butterfly compared to those who scored low in humanitarianism-egalitarianism. Only in the studies where Americans participated did we find (1) those who were politically liberal indicated more support for the Dead Leaf Butterfly regardless of physical attractiveness as compared to those who were politically conservative, and (2) those who scored low in right-wing authoritarianism provided more support for protection from harm for the Dead Leaf Butterfly compared to those who scored high in right-wing authoritarianism. The differences observed between the American and Polish samples suggest that environmental attitudes are more polarized in the United States compared to Poland. These studies advance our knowledge of how attitudes toward animals are affected by the polarization of political attitudes toward the environment and provide insight for marketers when creating marketing strategies and designing appropriate messaging.

This is the peer reviewed version of the following article: [Attitudes toward protecting endangered species: The impact of perceived physical attractiveness of animals and political ideology. Psychology & Marketing 40, 1 p73-88 (2022)], which has been published in final form at https://doi.org/10.1002/mar.21719. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions: https://authorservices.wiley.com/author-resources/Journal-Authors/licensing/self-archiving.html#3.

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Work Title Attitudes toward protecting endangered species: The impact of perceived physical attractiveness of animals and political ideology
Access
Open Access
Creators
  1. Richard J. Harnish
  2. Rajan Nataraajan
  3. Piotr Tarka
  4. Frederick J. Slack
Keyword
  1. Conservation attitudes
  2. Wildlife
  3. Physical attractiveness
  4. Political orientation
  5. Political ideology
  6. Endangered species
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Psychology and Marketing
Publication Date August 25, 2022
Publisher Identifier (DOI)
  1. https://doi.org/10.1002/mar.21719
Deposited February 27, 2023

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Version 1
published

  • Created
  • Added full.docx
  • Added Creator Richard J. Harnish
  • Added Creator Rajan Nataraajan
  • Added Creator Piotr Tarka
  • Added Creator Frederick J. Slack
  • Published
  • Updated Keyword, Publication Date Show Changes
    Keyword
    • Conservation attitudes, Wildlife, Physical attractiveness, Political orientation, Political ideology, Endangered species
    Publication Date
    • 2023-01-01
    • 2022-08-25
  • Updated