My premise—distilled and formulated from folklore and from my career as a herpetologist and conservation biologist—is that our perceptions matter a great deal for conservation. If a given animal has our respect and appreciation, the animal is more likely to be protected. Negative perceptions can lead to lack of protection or to outright killing. For these reasons, conservation biologists must acknowledge cultural-specific beliefs if we hope to communicate effectively and gain public support
for campaigns designed to protect threatened species. We also need to understand the basis of these perceptions if we are to improve the way that people feel about the animals. Our values and attitudes come from both cognition and affect (emotions or feelings), though affect may play a more significant role in our perceptions than we care to admit.
2015
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