Why Should I Care? Exploring the Use of Environmental Concern as a Frame of Communication in Zoos - The Journal of Environmental Education

Yocco, V.S., Bruskotter, J., Wilson, R., & Heimlich, J.E. (2015)


Effectively communicating environmental issues to motivate visitors’ behavior is critical for zoos to accomplish their missions. We examined the relationship between zoo visitors’ environmental concern and agreement with messages framed by environmental concern. Findings from two zoos (N = 298; N = 400), using two message formats, provided nearly identical results suggesting visitors have high levels of biospheric concern and, in general, agree more with statements framed by biospheric concern. Biospheric messages are likely to be more useful for evoking environmental concern and related conservation behaviors among zoo visitors. Zoos should consider technology such as smartphone applications to deliver targeted environmental concern framed messages to onsite visitors. More research is needed to determine preferred frames of communication away from zoo grounds.

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Factors Contributing to Amateur Astronomers’ Involvement in Education and Public Outreach - Astronomy Education Review

Yocco, V.S., Jones, E.C., Storksdieck, M. (2012)


Amateur astronomers play a critical role engaging the general public in astronomy. The role of the individual and club-relate factors is explored using data from two surveys (Survey 1 N = 1143; Survey 2 N = 1242) of amateur astronomers. Analysis suggests that formal or informal training in astronomy, age, club membership, length of club membership, and participation in club service are factors that contribute to the likelihood of an amateur engaging in education and public outreach. Sex (mail or female) and club service were found to influence the level of outreach amateurs engage in. Interventions designed to increase amateur involvement in education and public outreach should consider these factors.

Measuring Public Value: An Instrument and an Art Museum Case Study - Visitor Studies

Yocco, V.S., Heimlich, J.E, Meyer, E., & Edwards, P. (2009)


Using Carol Scott's (2006) discussion of museum impact as a frame, a survey instrument was created to measure the value perceived by a community toward an art museum. The survey was administered at a local community arts festival. A factor analysis revealed that 18 out of 19 items used in the survey aligned with the 3 hypothesized areas of value: individual, societal, and economic. Results of the survey suggest that both recent and recent non-visitors of the museum find similar levels of value in having the museum exist in the community. Across the board, the economic items received the lowest score. Female participants gave significantly higher scores than males. Recommendations include marketing messages that highlight the perceived values expressed in the survey, and further investigation as to how to increase the value perceived by males in the community.