Exploring the role of gain versus loss framing and point of reference in messages to reduce human-bear conflicts

As a fundamental social process, communication can help natural resource managers prevent or manage many human-wildlife conflicts, but research on how to present effectively information that contributes to the reduction of human-wildlife conflicts is scant. We examined the effectiveness of point-of-reference and gain-versus-loss framing in heightening intentions to prevent human-black bear conflicts. We randomly assigned 811 participants to one of six message conditions as part of a 3 (point of reference: family versus community versus bear) × 2 (message framing: gain versus loss) between-subjects factorial design or a control condition. The findings show that a match between loss framing and low-construal referencing point (e.g., family-referencing), and a congruency between gain framing and high-construal referencing point (e.g., bear-referencing) lead to higher risk perception and behavioral intentions. This study provides guidance for continuing research and design of risk communication in the context of human-bear conflicts.