Informal science education (ISE) contexts such as zoos, nature centers, parks, and natural history museums play a critical role in allowing the general public to learn scientific concepts (National Research Council, 2009; 2010). Most adult learning of scientific concepts takes place outside of classrooms and away from work (Rennie and Williams, 2006). Zoos and natural history museums have stated missions to increase visitors’ knowledge and behaviors related to the conservation of our natural resources (Krishtalka and Humphrey, 2000; Patrick, Mathews, Ayers, and Tunicliffe, 2007). Theoretically, the successful communication of the desired message of these ISE institutions would inspire a more informed and engaged citizenry on the use and conservation of our natural resources. Effectively framing information can be an avenue to achieving these goals of ISE institutions (Chong & Druckman, 2007; Nisbet, 2009). Shultz and Zelezny (2003) posit that messages framed by egoistic concerns, concerns which focus on the individual, will be better received by the general public, leading to a greater likelihood for them to become engaged.
This dissertation reports on a series of descriptive mixed methods studies conducted at a zoo, a natural history museum, and a science center, exploring the framing effects of communications framed by environmental concern (Schultz, 2001). The research examined the relationship between individuals’ perceptions of the overlap between their lives and nature, their levels of environmental concern, and their preferences for statements designed to align with the types of environmental concern (i.e. egoistic, social-altruistic, and biospheric). Further, the effects of messages framed by environmental concern on individuals’ expressed intent to engage in behaviors were examined. Lastly, interviews were conducted to provide a deeper understanding of the findings.
Findings suggested there are framing effects that can be attributed to communication using environmental concern frames. Specifically, groups receiving biospheric framed messages displayed significantly higher intent to engage in measured behaviors. Zoo visitors’ preferred the biospheric framed statement regardless of their level of concern or feeling of overlap with nature. However, findings suggested the strongest correlations were between level of expressed concern and the statement aligned with that concern.
Implications to theory from these findings include communication using environmental concern frame is an effective method of encouraging pro-environmental behaviors; that zoo visitors hold high levels of biospheric concern, and that messages framed using social-altruistic concern will also appeal to those with high egoistic concern. Implications to practice include the need to consider context when developing a message (e.g. a visit to the zoo as opposed to a visit to a botanical garden) and the recommendation to frame messages using the three types of concern examined. Future research suggested includes comparing samples gathered from other venues (e.g. sporting events), the need for research on memory or retention of these messages long term, and the need for studies on repeated exposure to messages over time.