Can interacting with ambassador animals

help us mitigate complex environmental

issues like climate change and habitat loss?

This behavioral study has been designed to

determine if a relationship could be

established between interacting with

animals and the propensity to showcase

pro-environmental behaviors.

Relationship Study: Oxytocin, touch and pro-environmental behaviors.

Marie Eve Poirier, Curator of Lacerte Family Children’s Zoo, Dallas Zoo

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Relationship Study: oxytocin, touch and

pro-environmental behaviors.

Table of contents

INTRODUCTION

The need for a transdisciplinary approach……………………………………………………….p.4

Background and significance

Existing knowledge………………………………………………………….……………………p.4

Oxytocin and trust………………………………………………………………………………..p.4

Oxytocin and generosity…………………………………………………….………………..p.4

Touch and oxytocin………………………………………………………….…………………..p.5

METHODS

Study design…………………………………………………………………….……………………….………p.5

Reasonable assumptions…………………………….…………………………………………………….p.5

Sample size………………………………………………………………….………………………….………..p.6

Study duration……………………………………………………………………………………………….….p.6

Primary Objective………………………………………………………………………………….…….……p.6

Secondary Objective………………………………………………………………………….………………p.6

Surveys………………………………………………………………………………………………………………p.7

Presentations………………………………………………………………………………………………….…p.7

Pledges……………………………………………………………………………………………………….……..p.7

Hypotheses……………………………………………………………………………………………….……….p.8

Possible answers……………………………………………………….……………………………………….p.8

Methodology………………………………………………………………………….………………………….p.8

Variables…………………………………………….……………………………………………………………..p.9

Data………………………………………….……………………………………………………………………….p.10

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Timeline………………………………………………..………………………………………………………...p.10

Risks and benefits…………………………………………………………………………………..………..p.11

Conflict of interest…………………………………………………………………………………..……….p.11

Publication and presentation plan…………………………………………………………..……….p.11

RESULTS

Pre-dispositions survey……………………………………………………………………..…….………p.12

Pledges……………………………………………………………………………………………….….……….p.13

Post-presentation survey…….……………………………………………………………..…………..p.13

FINDINGS AND DISCUSSIONS …………………………………………………………….…….…….p.16

REFERENCES ……………………………………………………………………….……………….………..p.18

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INTRODUCTION

The need for a new transdisciplinary approach to pro-environmental behaviors.

Global conservation has reached a critical point; raising awareness of the environmental issues we are

facing as proven insufficient to making substantial strides in the protection of vulnerable natural

resources. Despite massive global awareness campaigns, the planet’s resources continue to be depleted

at a rate never seen before and the clock is ticking for a large number of plant and animal species.

Studies have established a correlation between knowledge, emotions and experiences in the appreciation

of nature (Monroe, 2003; Stern 2000). Practitioners in the field of conservation psychology are examining

the relationship between the cognitive (knowledge-based) and affective (emotion-based) learning realms

in order to develop more efficient educational strategies leading to behavior change (Povey, 2015). Since

the nexus environmental issues we are facing need to be approached through a transdisciplinary lens,

conservation behavior should be approached in a similar fashion. Psychology is certainly going to help us

reach interesting conclusions in regards to what human factors influence pro-environmental behaviors

but what if there were also biological factors for engagement and behavior change? The field of

conservation bio-chemistry remained, until the present study, relatively unexplored. This study aims to

demonstrate that brain chemicals can be harnessed to set the wheels of pro-environmental behaviors

into motion and therefore increase our conservation success rate.

Background and significance

Behavior is influenced by a large number of very complex, yet identifiable, biological processes (Kosfeld, 2008). Amongst the chemicals secreted in the brain as a response to stimuli, one particular molecule could be of particular interest in the realm of conservation behavior: oxytocin. The role of oxytocin in labor and parental bonding has been well documented for several years. Beyond peri-reproductive behaviors, over a decade of research on the behavioral effects of oxytocin have shown that this molecule plays a defining role in morals, trust, empathy and generosity. Oxytocin levels increase in the brain when one is trusted (Zak, et al., 2004; 2005), touched (Morhenn et al., 2008, 2012), watches an emotional movie (Barraza& Zak, 2009), or engages in a variety of group rituals (Zak, 2012). These studies have been confirmed by intranasal oxytocin infusion studies showing that oxytocin generally increases prosocial or moral behaviors (Zak, 2012; 2011; 2007; 2005; 2004; Kosfeld et al., 2005; Barraza & Zak, 2009; Barraza et al., 2011). Oxytocin is a rapid and unconscious signal that those around us appear to be safe, familiar, or trustworthy.

Findings from previous studies and bodies of research Oxytocin and empathy: People exposed to increase doses of oxytocin exhibited significantly higher emotional empathy levels than those who had not received oxytocin during a study conducted by Hurlemann and Kendrick in 2008. Oxytocin and trust: Trust is very much a biologically-based part of the human condition; oxytocin is, indeed, specific to trusting other people and the willingness to take risks in social situations (Kosfeld, 2008; Zak 2007). Study participants who experienced a reduction in stress hormones after a dog interaction showed increased trust in strangers. They also had higher oxytocin levels (Zak, et al., 2015).

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Touch and oxytocin: Of particular interest for this study is the finding that human-dog interactions have been associated with increases in oxytocin (OT; Odendaal, 2000; Odendaal & Meintjes, 2003; Nagasawa, et al., 2009). Encouraging zootherapy patients to engage in eye contact, petting and other bonding behaviors with service animals (mostly dogs) may be the most effective way to reduce stress hormones and increase oxytocin (Zak, 2015). Pet ownership influences oxytocin response in interactions with cats and dogs, but not equally so (Zak, 2015).

Study Population

To try to establish a relationship between oxytocin and pro-environmental behaviors, we have conducted

a series of short behavioral studies in the Lacerte Family Children’s Zoo located in the heart of the Dallas

Zoo. The study participants were randomly selected and the group composition was highly

heterogeneous in order to represent a large segment of our zoo visitors. Visitors who participated in the

study had to be a minimum of 3 years old to be surveyed with no upper age limit. The sample showed no

significant difference between the number of men and women and no significant differences between

the number of boys and girls.

All participants were recruited in the Lacerte Family Children’s Zoo on the day of each study. They were

not informed about the variables of the study but were told they would be participating on a study which

would be used to create more effective educational programs. They were asked not to visit the goat yard

until after the presentation and after their study surveys were completed and turned in.

No intentional exclusions have been added to the recruitment criteria. However, we found it was most

difficult to recruit members of the Hispanic community (which represents a significant portion of our

visitors) due the language barrier. A conscious effort was made to recruit English speaking members of

the Hispanic community throughout the study. Several families belonging to that cultural group

participated in the study (visual data only, no self-reported ethnographic data collected).

To compensate them for their time each participant in the study, regardless of their age,

received a small nature item from our Nature Exchange (nature swap) location.

METHODS

Study Design

This study was designed to capture different variables as part of a larger study which also includes oxytocin

and propensity to showcase philanthropic behaviors. Since we were unable to measure oxytocin levels in

our visitors at this point in the study, we have been in contact with a neuroeconomist who has been

studying the effects of oxytocin for over a decade. Dr. Paul Zak’s research and insight helped us establish

“reasonable assumptions” that were used in the design of this study.

Reasonable assumptions

Since we do not currently have the means, in phase one of this study, to quantify oxytocin levels in our

visitors, we are operating under the reasonable assumption that interacting with a goat will have a similar

effect than interacting with a dog or with a therapy animal. Because pet ownership played a role in the

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results of the study conducted by Dr. Paul Zak, we suspected that the oxytocin response would be less

than that of exposure to a dog but more than to a cat, especially in people with previous positive exposure

to goats. In a later phase, we would like to partner with Dr. Zak to quantify this response and determine

if the species and taxa influence the oxytocin response in our visitors. For the purpose of this study, under

reasonable assumptions based on the results of other studies (Zak, 2010), we will assume that touching a

goat will act as a natural catalyst for oxytocin although we aren’t able to quantify the response at this

time.

In the first phase of this study, a protocol has been developed to compare the propensity to showcase

pro-environmental behaviors in a group of subjects who interacted with a goat ambassador during a 5

minute keeper presentation and compared the results with a control group who did not interact with the

goat (other than visually). In the second phase of this larger study, the same type of experiment was

designed to compare the propensity to showcase philanthropic behavior (money donation) in a group

that had interactions with a goat versus a control group who had not had any interactions with the goat

(other than visually). The protocols for each of these studies are available in the Methodology section of

each respective study.

Sample size

194 people were recruited to participate in this first phase of the study (N= 194). The group was

comprised of 107 children between the ages of 3 and 16 and of 87 adults. A total of 9 presentations were

conducted. In 4 of the 9 presentations, visitors interacted with goats (N=106: 56 children; 50 adults) while

5 presentations were used to establish a control group (N=88: 51 children; 37 adults) with no goat

interaction. All nine presentations were used to establish or refute a relationship between oxytocin/touch

and the willingness to engage in pro-environmental behaviors.

Study duration

The study began on July 20th and ended on July 29th, 2016. We gathered data twice a day (9:45 am and

1:30 pm) Monday through Friday (with a few exceptions) for a total of 9 presentations. In order not to

skew the results, days of the week were alternated for control and touch groups.

Primary objective

The primary objective of this study was to establish (or refute) the existence of a relationship between

touch and the willingness to participate in a set pro-environmental behavior (ask).

Secondary objective

The secondary objective of this study was to establish (or refute) the existence of a relationship between

touch and follow through on a set pro-environmental behavior (ask).

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Surveys

Prior to their encounter with a goat ambassador, participants were asked to complete a brief survey.

Because of the age variation in our targeted audiences, we created 3 different surveys: one for adults,

one for children between the ages of 6 and 18 and one for children ages 3-5. The information captured

in the adult surveys included prior exposure to goats, reasons for visiting children zoo, pro-environmental

behaviors already regularly showcased, and weekly meat consumption. The 6-18 survey captured

perception of goats (attributes based on previous experience/exposure), pro-environmental behaviors

and meal preference. The 3-5 survey capture appreciation of goats (based on previous

experience/exposure) and meal preference.

Presentation

Participants in the study were then asked to take part in a short presentation done by zookeepers. Before

proceeding, the survey administrator got a head count for each presentation, welcomed the participants,

and thanked them for agreeing to take part in the study. The study administrator also gave a brief

introduction (keep questions until you exit the yard, follow keeper instructions, what to do with surveys,

etc.). Participants stood in a reserved side of the goat yard where only one goat was brought out for the

special presentation. Following the same script every time, zookeepers showcased 3 different trained goat

behaviors and explained to guests what they can do to help save animals (ask). In this phase of the study,

the ask was to pledge to eat more fruit and veggies and to make a conscious effort to reduce weekly meat

consumption. This particular ask was chosen because it scored very low in a pro-environmental behaviors

survey from a previous studies conducted in our children zoo. By choosing an ask which initially scored

very low, we were able to avoid asking for something the vast majority of visitors are already doing.

Willingness to eat more fruit and veggies (and decrease meat consumption) would require an effort for

most of our participants therefore isolating the effect of the presentation on the visitors.

Pledges

At the end of the presentation, visitors were asked if they voluntarily wanted to take a pledge to reduce

their meat consumption by “eating more fruit and veggies”. The survey administrator asked participants

to think about the ask and to only make a pledge if they were truly willing to make an effort to reduce

their meat consumption. All the participants were told “it’s perfectly ok if this is not something you want

to do. You can choose to not take the pledge”. A pledge board was installed at the exit of the goat yard

where the presentation was held and visitors were asked to use an inkpad to put their thumb print on the

board to symbolize their commitment. In order to discriminate each pledge session, a different color ink

was selected by the survey administrator for each session. Dates and matching colors were recorded on

the back of the board, along with the number of pledges and number of total participants.

Hypotheses

Because pro-environmental behaviors are closely linked to social-bonding (Zak & al., 2005), our hypothesis

was that there would be only a slight difference between the control group (no touch) and the study group

(touch) at the time of pledging. Since a pledge is a commitment to take an action in the near future, it

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allows visitors to make the pledge and be part of the “in-crowd” without having to actually make a real

behavior change or sacrifice. However, our second hypothesis is that during the follow-up phase of the

study, people who touched the goat will have a greater rate of follow-through with the commitment.

Because of the results of the study on pet ownership and oxytocin synthesis conducted by Dr. Paul Zak

(Zak, 2015), we believe that prior exposure to goats might influence the oxytocin response in the

participants in this study. We believe people who have had negative interactions with goats in the past

are less likely to experience a surge in oxytocin than those with prior positive experience. The opposite is

also true for those with positive prior experience; we expect their oxytocin levels to be higher, even

without touch.

Possible Outcomes

If little to no difference is measured between the willingness to take the pledge between the control group

and the group who interacted with the goat, this could mean that the social-bonding component is

stronger than the oxytocin response triggered by the human-animal interaction. If that is the case, further

studies will need to be conducted to determine if oxytocin can be useful in the case of on-site pledges

requiring differed action.

Since the half-life of the oxytocin molecule is only 3 minutes (Zak et al., 2010), it is possible that touching

the goat will have little to no effect on the long term follow through with the commitment. However,

because oxytocin reinforces the emotional memory of an event (whether pleasant or unpleasant)

(Raydulovic, 2014; Guzman, 2015), it is also possible that the group of visitors who interacted with the

goat will be able to use the memory of a positive experience driven by oxytocin to reinforce their

commitment to follow through with the desired behavior.

As far as prior exposure is concerned, it is possible that the memory of a positive or negative interaction

with a goat in the past will influence the oxytocin response in study participants, regardless of whether

they were part of the study (touch) or control (no touch) group. A negative prior exposure could possibly

overwrite the oxytocin response that would have been created through a touch interaction. It is also

possible that the result will be the complete opposite. A negative oxytocin generated memory could

possibly be overwritten by a new, positive memory and lead to a positive outcome when faced with the

ask.

Methodology

Goat training: Several months before the beginning of the study, zookeepers were asked to begin training

3 pre-determined behaviors with 3 different goats. All goats had to perform all three behaviors with a

90% first try success rate before proceeding with the study. Behaviors had to be performed with the same

accuracy for all goats.

Script: In order to ensure the most homogenous presentations for the visitors and to ensure the isolation

of the touch variable, our staff crafted a script including the “eat more fruit and veggies” ask using

approved framing techniques (NNOCCI, 2015). Zookeepers rehearsed the script until they mastered all of

the elements important to the delivery of homogenous messaging. The same 3 zookeepers performed all

interactions (in teams of 2: one trainer, one speaker) to ensure consistency throughout all presentations.

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Run through: 3 run-throughs were performed (1 without audience and 2 with an internal audience) to

solidify the logistics of the study.

Schedule: Control group and touch groups were alternated to reduce the likelihood of bias (ex. closer to

weekend affect outcome?). The ask (pledge) and the type of group (control or touch) were consistent

throughout the same day (9:45 control, 1:30 control or 9:45 touch, 1:30 touch).

Recruiting participants: We began recruiting families 30 minutes prior to the scheduled presentation

times. We agreed that recruiting too early would probably result in participants leaving before taking part

in the presentation and that waiting too close to the presentation time would reduce the number of

participants. The survey administrator walked around children zoo and asked visitors if they would be

interested in participating in a short study. When a family or a group was approached to participate in the

study, they were asked to fill in the “before the presentation” part of the survey. The average time

commitment for this part of the study was 4 minutes (parents and children 6-18) and 2 minutes (children

3-5). Participants were informed that although the surveys were anonymous, they could choose to give

us their email address which would be used to follow-up at a later time. They were informed that their

email address would not be used for any other purposes. Participants were asked to not go into the goat

yard until after the study and to meet us at a designated area a few minutes before the beginning of the

presentation.

10 to 30 participants were recruited for each presentation (see study population section). Participants

held on to their surveys until it was time to enter the goat yard, at which point they were asked to leave

their belongings (including surveys) into a cubby before entering the yard.

Before participants could enter the yard, our zookeeper staff shifted all of the animals into the barn to

make sure guests would have no contact with the goats as they entered the yard. Once the survey

administrator finished the introduction, the zookeepers brought out the goat ambassador and began the

presentation.

From start to finish, the average presentation lasted 5-7 minutes (excluding pledge time and touch

interaction)

Variables

After the presentation, the speaker/zookeeper made the ask in one of two forms depending on the type

of group:

Control group – was invited to take the pledge but the animal was brought back inside the barn

before the participants exited the yard (no touch).

Study group – was invited to come touch and interact with the goat before taking the pledge.

Because of the short half-life of the oxytocin molecule, we made sure that no more than 3 minutes passed

between the moment guests touched the goat and the moment of their pledge.

People could choose to make the pledge or to exit the yard without making a pledge. They were then

asked to complete the second part of the survey: “After the presentation”. Every participant who

returned a completed survey received a coupon which could be traded for a prize at our Nature Exchange

location.

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Data

In order to establish (or refute) a relationship between oxytocin, touch and the willingness to engage in

pro-environmental behaviors, we collected various types of data:

Some biographical information (age and number of children through survey)

Reasons for visiting children zoo (survey)

Pro-environmental behaviors (pre and post presentation through survey)

Previous exposure to ambassador animal species (survey)

Appreciation of animal ambassador (pre and post presentation through survey)

Thumbprint pledges (physical pledge)

Follow-up email with online survey

The data collected was analyzed internally by the curator of the Lacerte Family Children Zoo and some

staff members. All surveys and the pledge board will remain available for consult for 36 months from the

last day of the study.

Study timeline

Phase 1: Touch and willingness to engage in pro-environmental behavior.

Stage 1: design of the study and goat training – 4 months

Stage 2: data collection – 3 weeks

Stage 3: data analysis – 1 week

Stage 4: creation of a poster presentation for the Association of Zoos and Aquariums

Stage 5: Poster presentation at the AZA annual conference (September 2016)

Stage 6: Publication of an article for the Association of Zoos and Aquariums.

Phase 2: Measure oxytocin levels in zoo visitors

Stage 1: Secure funding to partner with Dr. Paul Zak and his team.

Stage 2: design experiments to measure oxytocin variations in zoo visitors

Stage 3: Dr. Zak’s team comes to LFCZ to conduct the experiments

Stage 4: Dr. Zak and Ms. Poirier analyze the data and share their findings with their respective

communities

Stage 5: Article published for peer review.

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Risk and Benefits

No risk, other than the usual risks associated with contact with ambassador animals under normal

circumstances has been identified for the participants or the institution.

This study does not present any direct benefits to the participants other than a nature-prize compensation

for their time. However, the study does provide an opportunity to gain a better understanding of the

biological components involved in pro-environmental behaviors.

Conflict of interest

No conflict of interest have been identified in this study.

Publication and Presentation Plans AZA poster presentation, Annual Conference, San Diego, CA, September 2016 Connect magazine article (tentative).

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SURVEY RESULTS: BEFORE THE STUDY In order to better understand the pre-dispositions of our adult participants, we captured, in the survey, their pro-environmental behaviors before the presentation. Turning off lights (73%), recycling (60%) and shopping local (58%) were the pro-environmental behaviors mentioned most often. 30% of participants reported eating meatless meals on a regular basis and only 17% of the participants reported eating meat once a day or less (3% of participants surveyed reported a completely vegetarian diet). Using green energy is the only ask which scored lower than meatless meals with 18% reported. We elected for meatless meals as a message since we felt both children and adults had control over this choice. We also surveyed the children to tease out their pre-disposition for pro-environmental engagement. The surveys revealed that 53% of the children reported being willing to eat more fruit and veggies before the presentation to help save wildlife. Prior exposure to goats was also captured for both children and adults participating in the survey. 81% of participants had been exposed to goats prior to the study and 98% of them qualified the experience as pleasant or positive. 2 % reported having had a previous negative experience with goats. 19% of participants surveyed never had any interactions with goats before the presentation. Children age 6-17 were asked in their pre-survey about their perception of goats using a checklist of adjectives. 77% of the adjectives selected before the presentation depicted a positive perception of goats (top 3: Playful 58%; Friendly 55%; Curious 51%) and 23% had a negative connotation (Smelly 36%; Stubborn 32%; Dumb 10%). The surveys indicate that we began the study with a group of participants who, although they were already engaging in some pro-environmental behaviors, still largely consumed meat more than once a day. The majority of the participants had a favorable attitude towards goats but still associated some negative attributes to them.

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STUDY RESULTS: PLEDGE In the control group (no touch), 73 participants took the pledge representing 83% of the group. In the study group (touch), 96 pledges were recorded representing 91% of the participants (Figure 1).

SURVEY RESULTS: AFTER THE PRESENTATION According to the survey results, 78% of the adults who had previous positive experiences with goats reported making the pledge to reduce their meat consumption. In the control group (No touch), this number represents 88% of the participants. In the study group (touch), 68 % of adults with previous positive experiences with goats took the pledge. Of the 19% of adults who reported having never had interactions with goats prior to the study, 2 were part of the control group and 11 were part of the study group. In the study group, 91% of those who had no previous interaction with goats took the pledge. In the control group both participants took the pledge. The two participants who had had a negative experience with the goats before the presentation participated in the pledge and were part of the study group. Amongst children participants, the percentage of positive attributes assigned to goats after the presentation climbed by 7% in the control group. In the study group, the percentage of positive attributes climbed by 8%. A difference was observed in the choice of positive attributes after the presentation in both groups. In the control group, the most mentioned adjectives became “playful” (69%; an 18%

78%

80%

82%

84%

86%

88%

90%

92%

No Touch Touch

% of participants who took a pledge to reduce their meat consumption (N=194)

Figure 1: The % of participants who took the pledge to reduce their meat consumption climbed from

83% in the control group to 91% in the study group who had contact with a goat ambassador before

taking the pledge.

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increase), “intelligent” (57%; a 26% increase) and “funny” (55%; a 24% increase). In the study group, the adjectives mentioned the most often became “loveable” (70%; a 19% increase), “intelligent” (68%; a 34% increase) and “playful” (64%; no increase). A decrease of 10% in negative attribute was also recorded in the study group compared to a 6% decrease in the control group. The results after the presentation varied significantly between the control and the study group regarding the willingness to engage in pro-environmental behaviors. 66% of the children surveyed after the presentation in the control group said they were willing to eat more fruit and veggies (an increase of 19%). In the study group, 86% of the children reported being willing to eat more fruit and veggies to help save wildlife (a 27% increase). The most significant difference in children participants between the control and the study group can be observed in the analysis of the results regarding meal preference (figures 2 and 3). The % of children who opted for a meatless option climbed from 47% to 63% in the control group after the presentation and climbed from 47% to 75% in the study group.

NO TOUCH TOUCH

Before After Before After

Chicken 14 10 15 8

Steak 13 9 15 6

Meatless Pasta 24 32 26 42

% meatless option 47 63 47 75

Figure 2: An increase of 16% in pro-environmental meal choices was observed in the control group after the presentation. In the study group, pro-environmental meal choices increased by 28%.

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Amongst adult participants, surveys indicate that the propensity to reduce meat consumption after the presentation was also 11% greater in the study group than in the control group. 64% of the adults in the control group rated their odds of reducing their meat consumption to be “very likely” to “likely”. In the study group (touch), this number rose to 75%. No significant difference was recorded between the control and the study group regarding propensity to donate money to a conservation program (not the ask of this study) but a significant difference was observed between the control group and the study group regarding the propensity to engage further in one of the Zoo’s community action programs. 21% of the adult participants in the control group rated their odds of joining our action group as “very likely” or “likely”. In the study group, the number increased to 44% (figure 4).

0

5

10

15

20

25

30

35

40

45

Before After Before After

No Touch Touch

Meal option selected by children ages 3-16 (N= 107)

Chicken Steak Meatless pasta

Figure 3: The % of increase of meatless meal choices in the study group is almost twice the % increase in

the control group.

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Figure 4. The 75% of adults in the study group determined they are likely to very likely to reduce their meat consumption compared to 64% in the control group. 44% of the adults in the study group reported being likely to very likely to engage in one of the zoo’s community action programs compared to 21% in the control group.

FINDINGS AND DISCUSSION Although there is an increase of 7% for pledges in the study group, we feel the increase is not significant enough to draw irrefutable conclusions. We were expecting the increase to be more subtle with the pledges than with the philanthropy study because the social-bonding experience is stronger in the case of a pledge ask and could potentially have a greater influence on the participants. As mentioned in the possible outcomes section of this document, we will follow-up on guests who have provided us with an email address to assess their meat consumption after the presentation. We will compare the results of the control group and those of the study group to determine if the oxytocin, synthetized naturally during the touch encounter, influenced the % of follow-through with the commitment.

The data collected during this study shows a difference between the willingness to make a pro-environmental choice related to food in the control and the study group. Touching the goat resulted in a greater percentage of pro-environmental meal choices in the children of the study group; the 28% increase in pro-environmental meal choices for the study group is almost twice the percentage increase recorded in the control group.

0%

10%

20%

30%

40%

50%

60%

70%

80%

No Touch Touch

% of adult participants likely or very likely to engage in pro-environmental behaviors after the presentation

Likely to reduce meat consumption Likely to participate in community action

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The data collected for both adults and children suggests that interacting with an animal ambassador before being asked to commit to a pro-environmental behavior change is likely to increase the desire to engage in such behavior.

Results of this study demonstrate a relationship between touching an animal ambassador and the willingness to participate in a set pro-environmental behavior (reduce meat consumption).

The data collected shows that adults who interacted with the goat ambassador are more likely to engage in subsequent pro-environmental behaviors that the adults of the control group. Whatever pro-environmental actions our guests engage in, they are likely to feel good about themselves and to therefore produce even more oxytocin. Using this momentum to make a second ask is crucial as it is more likely to be successful.

Because the increase in oxytocin levels had been determined to be linked to prior exposure in pets (Zak,

2015), we made sure to try to capture prior goat exposure in the participants of this study. The results are

not exactly what we expected. In the study group, the % of adults who had a previous positive exposure

to goats and who took the pledge was 10% lower than in the control group. At this time, we are unable

to draw conclusions regarding a possible relationship between previous exposure to goats and

engagement in pro-environmental behaviors.

The data collected from the children regarding their perception of goats before and after the presentation

also reveal some interesting information. In the control group, goats were perceived as playful, intelligent

and funny. In the study group, goats were perceived as lovable, intelligent and playful. The adjective

“lovable” is a key indicator that the touch encounter resulted in an emotional connection with the

animal ambassador; solidifying the claim that oxytocin plays a key role in empathy. 70% of the children

in the study group perceived the goats to be intelligent after the study which is more than in the control

group. Touching the goat seems to have amplified the children’s perception of the goat’s positive

attributes.

At this time, we have not been able to collect sufficient information from the study participants to refute

or establish a relationship between oxytocin/touch/follow through with pro-environmental behavior. We

will continue to collect data towards the investigation of this secondary objective.

In summary, the present study shows that interacting with a goat ambassador increases participants’ willingness to engage in a set pro-environmental behavior and increases willingness to engage in further actions. The results also lead us to believe that it is critical for zoos and aquariums to “piggy-back” on the natural oxytocin response after a “feel-good” action by making a second ask as it is more likely to be successful and to keep the oxytocin cycle into motion.

The present study demonstrates that using touchable animal ambassadors in our programming is likely to increase our effect on behavior change. Further studies will be needed to determine if all animal ambassadors trigger oxytocin responses with the same efficiency.

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