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Erin Noonan, Cornell University Dr. Ashley Dayer , Cornell Lab of Ornithology

Assessing Effectiveness of Targeting Landowner Communications Based on Wildlife Recreation Practices. Erin Noonan, Cornell University Dr. Ashley Dayer , Cornell Lab of Ornithology Dr. Shorna Allred, Cornell University Dept. of Natural Resources

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Erin Noonan, Cornell University Dr. Ashley Dayer , Cornell Lab of Ornithology

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  1. Assessing Effectiveness of Targeting Landowner Communications Based on Wildlife Recreation Practices Erin Noonan, Cornell University Dr. Ashley Dayer, Cornell Lab of Ornithology Dr. Shorna Allred, Cornell University Dept. of Natural Resources Dr. Richard Stedman, Cornell University Dept. of Natural Resources

  2. IMPORTANCE OF EFFECTIVE COMMUNICATION • Shrubland • Ephemeral nature • “Critically uncommon” • Landowner behavior drives Shrubland • Emphasizing landowner communication Artwork by Meghan Gnekow

  3. SOCIAL MARKETING AND TARGETED COMMUNICATIONS • Emphasis of effective communication frequently acknowledged • Rarely studied • Recreation type segmentation Artwork by Meghan Gnekow

  4. RESEARCH OBJECTIVES • How do landowners respond to communication targeted towards their recreational interests? Artwork by Meghan Gnekow

  5. LANDOWNER DATASET • Rensselaer County, NY • 2006 National Land Cover Data • Tax Parcel Data • 50 + Acres of Forested Land

  6. PRE SURVEY • 32% response rate; n = 303 • Recreational Activities • Hunting, fishing, hiking, biking, bird watching, wildlife photography • Attitudes towards Shrubland • “More than 25% brush”

  7. TARGETED MAILING • 58% desired “further information” • n = 176

  8. POST SURVEY • 86% response rate; n = 155 • Attitudes towards Shrubland • Changes in Behavioral Intention • Already planned to do • Plan to do now as a result of the information • Don’t plan to do

  9. STASTICAL ANALYSIS • Changes in Attitudes • t-test between pre and post survey means • Changes in Behavioral Intention • Chi-square examining relationship between “plan to do now” and alignment/misalignment

  10. EFFECTS OF TARGETED COMMUNICATION • Changes in Attitudes • Changes in Behavioral Intention • No difference between groups

  11. TAKE AWAY MESSAGES • Targeted communications related to recreation effective in changing attitudes • Targeted communications alone not effective in eliciting a change in behavioral intention • Conclusions support research that landowners need further outreach tools

  12. THANK YOU For more information please contact: Erin Noonan een8@cornell.edu

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