Lauber, T.B., and B.A. Knuth (2004). Effects of information on attitudes toward suburban deer management. Wildlife Society Bulletin 32(2): 322-331.

Abstract

The Theory of Reasoned Action can be used to predict the types of information that will influence attitudes toward and support for novel suburban deer (Odocoileus spp.) management techniques such as contraception. Information that is relevant to individuals' “behavioral beliefs” about the important outcomes of contraception is most likely to be influential, but these priority outcomes will vary from person to person. Different individuals' attitudes, therefore, may be influenced by different types of information. We tested the effects of tailoring information to the concerns of stakeholders. We conducted 2 mail surveys of the same residents of Irondequoit, New York, 19 months apart. The first survey provided a pretreatment measure of attitudes toward contraception and identified respondents' concerns about contraception. The second survey provided a post-treatment measure of attitudes and was distributed in 3 versions—2 containing different types of information about contraception and 1 (without information) to a control group. We confirmed that information addressing stakeholder concerns was most likely to influence attitudes. Agency communication, therefore, is most likely to influence public attitudes if it is tailored so that it addresses the particular concerns of each important stakeholder group.