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Achieving conservation impact by shifting focus from human attitudes to behaviors

机译：通过将焦点从人类态度转移到行为来实现保护影响

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Attitudes have been a commonly used psychological measure of program effectiveness in conservation social science research. The major limitation of this approach is that attitudes do not always translate into behavior and therefore may not provide an accurate assessment of program success. Given that achieving conservation goals generally relies on understanding and changing human behavior, we argue for the need to assess behavior rather than attitudes as an indicator of conservation outcomes. Psychological theory shows that attitudes and behavior are distinct, but related, concepts. Measuring conservation behaviors involves identifying the target behavior or behaviors and the optimal time to measure and then selecting the most appropriate method of measurement (i.e., direct observation, objective indicators, self-reported behavior, and behavioral intentions) that considers the strengths and weaknesses of each approach. We call for conservation programs to focus on influencing behavior rather than attitudes alone and encourage conservation practitioners and researchers to collect high-quality behavioral data to more effectively inform policy and programs.
机译：态度一直是保护社会科学研究方案有效性的常用心理措施。这种方法的主要限制是态度并不总是转化为行为，因此可能无法对计划成功进行准确评估。鉴于实现保护目标一般依赖于理解和改变人类行为，我们认为需要评估行为而不是作为保护成果指标的态度。心理学理论表明，态度和行为是不同的，但相关的概念。测量保护行为涉​​及识别目标行为或行为以及测量最佳时间，然后选择最合适的测量方法（即直接观察，客观指标，自我报告的行为和行为意图），其考虑了所强度和劣势每种方法。我们呼吁保护计划，专注于影响行为而不是单独的态度，并鼓励保护从业者和研究人员收集高质量的行为数据，以更有效地通知政策和计划。

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