Eleven semantic differential scales were developed to assess the effects of contextual setting on peoples' perceptions of animals. The scales were given to subjects viewing slides of eight species of animals in either the wild, naturalistic zoo, or caged zoo environments. A control group, which saw no slides, also rated the animals. The ratings on the semantic differential scales were the dependent measure, while the four contexts and eight animals were the independent variables. Three hypotheses were tested: (1) the zoo group animals would be rated significantly different from, and less favorably, than all other conditions-wild, naturalistic zoo, and control; (2) the naturalistic zoo group would be rated significantly different from, and less favorably, than the wild animal group across all species; and (3) there would be differences in the ratings of the animals within conditions. Data were analyzed using canonical discriminant analysis. Results generally supported all three hypotheses. Zoo animals were seen as restricted, tame, and passive while wild animals were characterized as free, wild, and active. Results are discussed with reference to exhibit evaluations and the influence of exhibits on visitors' attitudes and perceptions.
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