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Abstract Given the increasing use of attitude surveys, the need to recognize the complex nature of the attitude concept increases. This study proposes and tests a conceptual model of attitudes using wolf reintroduction in Colorado as a case study. The model proposed that cognitive factors (beliefs and knowledge about wolves and wolf reintroduction), affective factors (emotions elicited by wolf reintroduction), and attitudes toward wolves have concomitant effects on attitudes toward reintroducing wolves, which directly influence intention to support reintroducing wolves. The relative effects of each of these factors depend on the personal importance of the wolf reintroduction issue. Results suggest that attitudes toward wolf reintroduction were based less on knowledge and beliefs about wolves and wolf reintroduction than on values and emotions surrounding the issue. Furthermore, the relative effects of these factors on attitudes depend on the importance individuals place on the wolf reintroduction issue. Implications focus on the need to understand what factors drive attitudes toward a natural resource issue, especially when attempting to influence public attitudes toward that issue.
Bright et al. (Fri,) studied this question.