Effects of Message Framing and Past Experience on Intentions to Prevent Human-Coyote Conflicts

To test the effects of message framing on intentions to participate in seven behaviors to prevent coyote problems, we randomly assigned 461 participants to a control (no message) group or one of four experimental (message) conditions, as part of a 2 (gain versus loss) x 2 (family-referencing versus community-referencing) between-subjects factorial design. We found a significant three-way interaction between gain versus loss framing, point of reference, and past experience with coyotes on intentions to prevent human-coyote conflicts. For people who had encountered coyotes before, the family-referencing, gain-framed message had superior persuasive power; the family-referencing, loss-framed message was more effective in stimulating problem-prevention behavioral intentions for those who had not encountered coyotes. In addition, fear fully mediated the relationship between the three-way interaction and behavioral intentions. Tailoring messages to audiences based on prior experience with coyote problems may improve the efficacy of communication campaigns designed to reduce problem interactions with coyotes.