More than a feeling: Cognitive beliefs and positive—but not negative—affect predict overall attitudes toward predators

Abstract

Abstract Attitudes, which can be thought of as the sum of individuals' thoughts, feelings, and beliefs concerning an attitude object, inform how people interact with the world around them. An understanding of attitudes may play an important role in promoting desirable human behavior, and attitudes studies should be incorporated into any behavior‐change intervention. One framework for understanding attitudes is the ABC, or “tripartite” model, which says that affect (“A,” i.e., emotional response); previous behavior (“B”); and cognition (“C,” i.e., beliefs) are the basis for an individual's attitude. Although this framework is widely used in social psychology, few conservation studies break down the “attitude” monolith into these more usable components. In this study, we sought apply the ABC framework to understand how affect and cognitive beliefs relate to overall attitude toward predators across southern Kenya and north‐west Zimbabwe. We used a factor analysis approach to identify latent affective (n = 3) and cognitive (n = 3) factors relating to human–predator interactions. These factors were then used to construct a regression model, which examined the power of the psychological factors to explain overall attitudes toward predators. We found that the model explained 27% of variation in attitudes, with four independently significant factors: location; perceived harms of living with predators; perceived benefits of killing predators; and positive affect. Although effect sizes were relatively small, these results suggest that cognitive beliefs may substantially influence attitudes, and therefore that interventions which seek to (a) remove the factual basis for negative beliefs and (b) improve perceptions or dispel unfounded beliefs may play a significant role in changing overall attitudes toward predators.

Keywords

• behavior
• conflict mitigation
• conservation psychology
• human–wildlife conflict