Mitigating collision-caused bird mortality through message framing: Insights from residents' intentions for bird-safe windows

Efforts to change human behavior for the benefit of biodiversity often rely on the dissemination of scientific information about biodiversity loss to nonscientific publics. This approach to science communication, known as the knowledge deficit model, is often insufficient for changing behavior. Recent trends reveal a rise in the use of message framing as an alternative method of communication. To address biodiversity loss caused by bird-window collisions, we use experimental survey design to compare the effect of deficit model messaging and four message frames (efficacy, emotional, moral, normative) on residents' intentions to adopt bird-safe windows, while accounting for other potentially influential cognitive and contextual factors. Data from a sample of bird enthusiasts (n = 2854) and the general public (n = 2054) in the United States and Canada indicate efficacy and emotional message frames were the most effective for bird enthusiasts and the general public, resp..., , # Data from: Mitigating collision-caused bird mortality through message framing: Insights from residents' intentions for bird-safe windows

Dataset DOI: [10.5061/dryad.qbzkh18wd](10.5061/dryad.qbzkh18wd)

## Description of the data and file structure

We collected data through an online survey distributed to a sample of bird enthusiasts (*n* = 2,854) and the general public (*n* = 2,054) in the U.S. and Canada. Respondents from our bird enthusiast sample were recruited through Merlin Bird ID (hereafter, Merlin) – a freely available bird species identification app developed by the Cornell Lab of Ornithology. We sent email invitations containing a unique survey link to a random selection of Merlin users actively subscribed to receive email communications from the Cornell Lab of Ornithology with U.S. or Canadian-based Internet Protocol (IP) addresses. Respondents from our general public sample were recruited through a survey panel maintained by the sampling firm, Verasight. Verasight recrui..., This research with human subjects was approved by Cornell University’s Responsible Conduct of Research Office (#IRB0148296) and respondents gave their informed consent before participating. Personally identifiable information was manually excluded from the present dataset.