This study evaluated the effect of differently formulated interpretive messages embedded in a 90-minute guided tour on Mesa Verde National Park visitors’ knowledge and attitudes about wildland fire. Using a Solomon four-group experimental design, 31 different groups of visitors (N=496) received affective arguments, cognitive arguments, a combination of arguments, or no persuasive argument. All persuasive programs led to significant increases (one to two points) on a five-question knowledge scale and two attitude scales, although the three treatments did not differ in their effects. Attitudes became slightly more positive about the ecological role of fire and less negative about the destructive nature of fire. A slight priming effect of the pre-test was found for one measure but there were no effects on other measures, supporting the external validity of study findings. Attitude and knowledge changes related to fire were greater for those who had weaker prior attitudes or lower prior levels of knowledge. Counter to hypotheses, the personal relevance of fire and need for cognition did not exhibit a significant relationship to knowledge gain or attitude change.
AndersonD., LucasK. B., and GinnsI. S. (2003). Theoretical Perspectives on Learning in an Informal Setting.Journal of Research in Science Teaching, 40 (2), 177–199.
2.
AndrewsJ. C., and ShimpT. A. (1990). Effects of Involvement, Argument Strength, and Source Characteristics on Central and Peripheral Processing of Advertising.Psychology and Marketing, 7 (3), 195–214.
3.
BaasJ., HaasG., RossD. M., and LoomisJ. (1985). A Pilot Study of Visitor Knowledge and Support for Prescribed Burning at Grand Canyon National Park. In Proceedings— Symposium and Workshop on Wilderness Fire. General Technical Report INT-182. USDA Forest Service, Intermountain Research Station.
4.
BrightA. D., FishbeinM., ManfredoM. J., and BathA. (1993). Application of the Theory of Reasoned Action to the National Park Service's Controlled Burn Policy.Journal of Leisure Research, 25 (3), 263–280.
5.
BrightA. D., and ManfredoM. J. (1997). The Influence of Balanced Information on Attitudes Toward Natural Resource Issues.Society and Natural Resources, 10, 469–483.
6.
BrightA. D., and TarrantM. A. (2002). Effect of Environment-based Coursework on the Nature of Attitudes Toward the Endangered Species Act.The Journal of Environmental Education, 33 (4), 10–19.
7.
BrownF. S., and KoranJ. J. (1998). Learning from Ruins: A Visitor Study at Uxmal.Curator, 41 (2), 121–131.
8.
BrunsonM. W., and ShindlerB. A. (2004). Geographic Variation in Social Acceptability of Wildland Fuels Management in the Western United States.Society and Natural Resources, 17, 661–678.
9.
CacioppoJ. T., and PettyR. E. (1982). The Need for Cognition.Journal of Personality and Social Psychology, 42, 116–131.
10.
CacioppoJ. T., PettyR. E., and KaoC. F. (1984). The Efficient Assessment of Need for Cognition.Journal of Personality and Social Psychology, 48 (3), 306–307.
11.
DoeringZ. D., BickfordA., DarnsD. A., and KindlonA. E. (1999). Communication and Persuasion in a Didactic Exhibition: The Power of Maps Study.Curator, 42 (2), 88–107.
12.
EaglyA. H., and ChaikenS. (1993). The Psychology of Attitudes.Fort Worth: Harcourt Brace College Publishers.
13.
FalkJ. (1993). Assessing the Impact of Exhibit Arrangement on Visitor Behavior and Learning.Curator, 36 (2), 133–146.
14.
FalkJ. H., and AdelmanL. M. (2003). Investigating the Impact of Prior Knowledge and Interest on Aquarium Visitor Learning.Journal of Research in Science Teaching, 40 (2), 163–176.
15.
FishbeinM., and AjzenI. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.Reading, MA: Addison-Wesley Publishing Company.
16.
FishbeinM., and YzerM. C. (2003). Using Theory to Design Effective Health Behavior Interventions.Communication Theory, 13 (2), 164–183.
17.
GrazianoA. M., and RaulinM. L. (2002). Research Methods: A Process of Inquiry (4th ed.). Boston: Addison-Wesley Educational Publishers, Inc.
18.
KnappD., and BarrieE. (1998). Ecology Versus Issue Interpretation: The Analysis of Two Different Messages.Journal of Interpretation Research, 3 (1), 21–38.
19.
KneeshawK., VaskeJ. J., BrightA. D., and AbsherJ. D. (2004). Situational Influences of Acceptable Wildland Fire Management Actions.Society and Natural Resources, 17, 477–489.
20.
LangA. (2000). The Limited Capacity Model of Mediated Message Processing.Journal of Communication, 50 (1), 46–70.
21.
LeeT., and BalchinN. (1995). Learning and Attitude Change at British Nuclear Fuel's Sellafield Visitors Centre.Journal of Environmental Psychology, 15 (4), 283–298.
22.
LoomisJ. B., BairL. S., and Gonzalez-CabanA. (2001). Prescribed Fire and Public Support: Knowledge Gained, Attitudes Changed in Florida.Journal of Forestry, November, 18–22.
23.
MachlisG. E., KaplanA. B., TulerS. P., BagbyK. A., and McKendryJ. E. (2002). Burning Questions: A Social Science Research Plan for Federal Wildland Fire Management.Moscow, ID: University of Idaho.
24.
MadinE. M. P., and FentonD. M. (2004). Environmental Interpretation in the Great Barrier Reef Marine Park: An Assessment of Programme Effectiveness.Journal of Sustainable Tourism, 12 (2), 121–137.
25.
ManfredoM. J., FishbeinM., HaasG. E., and WatsonA. E. (1989). Attitudes Toward Prescribed Fire Policies.Journal of Forestry, 88 (1), 19–23.
26.
McCoolS. F., and StankeyG. H. (1986). Visitor Attitudes Toward Wilderness Fire Management Policy — 1971–84. Research Paper INT-357. USDA Forest Service Intermountain Research Station.
27.
MorganJ., AbsherJ., LoudonB., and SutherlandD. (1997). The Relative Effectiveness of Interpretive Programs Directed by Youth and Adult Naturalists in a National Forest.Journal of Interpretation Research, 2 (1), 13–26.
28.
NielsenC., and BuchananT. (1986). A Comparison of the Effectiveness of Two Interpretive Programs Regarding Fire Ecology and Fire Management.Journal of Interpretation, 2 (1), 2–9.
29.
OlsonE.C., BowmanM.L., and RothR.E. (1984). Interpretation and Nonformal Education in Natural Resources Management.Journal of Environmental Education, 15, 6–10.
30.
OramsM. B. (1997). The Effectiveness of Environmental Education: Can We Turn Tourists into ‘Greenies’?Progress in Tourism and Hospitality Research, 3, 295–306.
31.
PeartB. (1984). Impact of Exhibit Type on Knowledge Gain, Attitude Change and Behavior.Curator, 27 (2), 220–237.
32.
PettyR. E., and CacioppoJ. T. (1979). Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message-relevant Cognitive Responses.Journal of Personality and Social Psychology, 37 (10), 1915–1926.
33.
PettyR. E., McMichaelS., and BrannonL. A. (1992). The Elaboration Likelihood Model of Persuasion: Applications in Recreation and Tourism. In ManfredoM. J. (Ed.), Influencing Human Behavior (pp. 77–101). Champaign, IL: Sagamore.
34.
PooleyJ., and O'ConnorM. (2000). Environmental Education and Attitudes: Emotions and Beliefs Are What is Needed.Environment and Behavior, 32 (5), 711–723.
35.
RyanC., and DewarK. (1995). Evaluating the Communication Process Between Interpreter and Visitor.Tourism Management, 16 (4), 295–303.
36.
ShindlerB. A., and TomanE. (2003). Fuel Reduction Strategies in Forest Communities: A Longitudinal Analysis of Public Support.Journal of Forestry, September, 8–14.
37.
TaylorJ. G., and DanielT. C. (1984). Prescribed Fire: Public Education and Perception.Journal of Forestry, 82 (6), 361–365.
38.
TaylorJ. G., and MutchR. W. (1986). Fire in Wilderness: Public Knowledge, Acceptance, and Perceptions. In Proceedings — National Wilderness Research Conference: Current Research. General Technical Report INT-212. USDA Forest Service, Intermountain Research Station.
39.
ThomsenC. J., BorgidaE., and LavineH. (1995). The Causes and Consequences of Personal Involvement. In PettyR. E., and KrosnickJ. A. (Eds.), Attitude Strength: Antecedents and Consequences (pp. 191–214). Mahwah, NJ: Lawrence Erlbaum Associates.
40.
TrochimW. M. K. (2001). The Research Methods Knowledge Base (2nd ed.). Cincinnati, OH: Atomic Dog Publishing.
41.
TubbK. N. (2003). An Evaluation of the Effectiveness of Interpretation Within Dartmoor National Park in Reaching the Goals of Sustainable Tourism Development.Journal of Sustainable Tourism, 11 (6), 476–498.
42.
WengerG. R. (1991). The Story of Mesa Verde National Park (Rev. ed.). Mesa Verde, CO: Mesa Verde Museum Association, Inc.
