Send message to Author

Paper short abstract:

An investigation into anthropomorphism and it’s effects on supporters of an NGO and their preferences when taking out a symbolic adoption with a view to maximising adoptions and revenue for conservation.

Paper long abstract:

A questionnaire was distributed to supporters of Orangutan Appeal UK symbolic adoption scheme that have had or currently adopt a Bornean orangutan (Pongo pygmaeus) (P.pygmaeus) through the charity. The questionnaire was designed to test four hypotheses to determine which features of P. pygmaeus were most desirable for participants. Results suggest a significant preference for photographs in which P. pygmaeus display anthropomorphic postures rather than natural postures (X2: 20.735, DF = 3, P < 0.001), a significant preference for infant P. pygmaeus over adult individuals (X2 = 39.101, DF = 3, P < 0.01), a significant difference between the likelihood of adoption (GLM: DF = 5, F = 32.93, P < 0.01) and participants reasons (GLM: DF = 4, F = 12.88, P < 0.01) and a significant difference between P. pygmaeus features and the influence they have over participant choice (KW: DF = 249.87, P < 0.01). Based on the results of this study, the symbolic adoption scheme supporters of OAUK prefer to adopt infant P. pygmaeus with photographs that display anthropomorphic postures or facial expressions and direct eye contact. Facial attractiveness is also important and having heard about or met their adopted P. pygmaeus at Sepilok Orangutan Rehabilitation Centre (SORC) also increased the likelihood of adoption. Although additional research into these individual aspects should be conducted in order to further validate these results, this study does highlight some possible improvements for OAUK symbolic adoption scheme with a view to maximising its revenue potential for the charity.