Publication Type

Journal Article

Version

publishedVersion

Publication Date

11-2015

Abstract

Research has shown that the mere presence of stimuli that resemble eyes is sufficient to attract attention, elicit aesthetic responses, and can even enhance prosocial behavior. However, it is less clear whether eye-like stimuli could also be used as a tool for nature conservation. Several animal species, including butterflies, develop eye-like markings that are known as eyespots. In the present research, we explored whether the mere display of eyespots on butterfly wings can enhance: (a) liking for a butterfly species, and (b) attitudes and behaviors towards conservation of a butterfly species. Four online experimental studies, involving 613 participants, demonstrated that eyespots significantly increased liking for a butterfly species. Furthermore, eyespots significantly increased positive attitudes towards conservation of a butterfly species (Studies 1, 2 and 4), whereas liking mediated the eyespot effect on conservation attitudes (Study 2). However, we also found some mixed evidence for an association between eyespots and actual conservation behavior (Studies 3 and 4). Overall, these findings suggest that eyespots may increase liking for an animal and sensitize humans to conservation. We discuss possible implications for biodiversity conservation and future research directions.

Keywords

Aged, Animals, Attitude, Behavior, Butterflies, Conservation of Natural Resources, Esthetics, Eye

Discipline

Applied Behavior Analysis | Social Psychology

Research Areas

Psychology

Publication

PLoS ONE

Volume

10

Issue

11

First Page

1

Last Page

20

ISSN

1932-6203

Identifier

10.1371/journal.pone.0141433

Publisher

Public Library of Science

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Additional URL

https://doi.org/10.1371/journal.pone.0141433

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