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Using a Systematic Approach to Select Flagship Species for Bird Conservation

Veríssimo, Diogo, Pongiluppi, Tatiana, Santos, Maria Cintia M., Develey, Pedro F., Fraser, Iain, Smith, Robert J., MacMillan, Douglas C. (2014) Using a Systematic Approach to Select Flagship Species for Bird Conservation. Conservation Biology, 28 (1). pp. 269-277. ISSN 1523-1739. (doi:10.1111/cobi.12142) (KAR id:41082)

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Official URL
http://dx.doi.org/10.1111/cobi.12142

Abstract

Conservation marketing campaigns that focus on flagship species play a vital role in biological

are selected without considering the target audience of the campaign, which can hamper the campaign’s

species for a conservation campaign in the Serra do Urubu in northeastern Brazil. We based our techniques

attributes that drive preference and latent-class models to segment respondents into groups by preferences and

the Serra do Urubu to calculate a flagship species suitability score. We also asked respondents to indicate

audience preference were geographic distribution, population size, visibility, attractiveness, and survival in

on whether species with small populations and the ability to survive in captivity should be prioritized. The

ways in which the 2 methods measured preference. Our new approach is a transparent and evidence-based

campaigns.

Item Type: Article
DOI/Identification number: 10.1111/cobi.12142
Uncontrolled keywords: Atlantic Forest, Brazil, choice experiments, latent-class model, marketing, vote
Subjects: G Geography. Anthropology. Recreation
Divisions: Divisions > Division of Human and Social Sciences > School of Anthropology and Conservation
Divisions > Division of Human and Social Sciences > School of Anthropology and Conservation > DICE (Durrell Institute of Conservation and Ecology)
Depositing User: Bob Smith
Date Deposited: 15 May 2014 17:30 UTC
Last Modified: 16 Feb 2021 12:53 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/41082 (The current URI for this page, for reference purposes)
Smith, Robert J.: https://orcid.org/0000-0003-1599-9171
MacMillan, Douglas C.: https://orcid.org/0000-0003-2573-5049
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