Using Interpretive Animals to Deliver Affective Messages in Zoos

Abstract

The Point Defiance Zoo & Aquarium in Tacoma, Washington, served as the setting for a study to compare visitor responses to traditional and interpretive presentation of a clouded leopard. The primary research goal was to determine how well these two types of presentations achieved the zoo's educational goals of affective message delivery. Researchers made observations of the amount of time visitors spent viewing the clouded leopard and the effort spent seeking information (either reading signs or asking questions). In addition visitors to the traditional exhibit and the interpretive presentation were surveyed about their attitudes about zoo animals and wildlife conservation. Results indicated that visitors viewing the interpretive presentation demonstrated significantly longer viewing time and increased information-seeking as compared to visitors to the traditional exhibit. Additionally, survey results showed that visitors to the interpretive presentation demonstrated more positive feelings about the animal's care and quality of life than those observing the animal in the traditional exhibit.