Conservation Optimism in MacEwan University Undergraduate Students

Abstract

Many studies in other disciplines support the value of optimistic messaging but  there is a lack of empirical evidence proving the positive correlation between this form of messaging and an engaged behavioural response in conservation studies. No studies have  taken place testing the effects of optimistic messaging in an academic setting so we will be focusing on MacEwan University undergraduate students. The students will provide survey responses that can be used to run a t-test to compare the changes in emotional responses after different forms of messaging; optimistic, pessimistic, and neutral. We acknowledge there may be other variables that influence the emotional response of individuals and consider this in our Principal Components Analysis (PCA). Results that support the most engagement from a specific presentation type will show it may be a more effective presentation method to encourage support for conservation efforts.

Faculty Mentor: Dr. Jessica Haines