DOI: 10.5061/dryad.qbzkh18wd
title: Data from: Mitigating collision-caused bird mortality through message framing: Insights from residents' intentions for bird-safe windows

description: 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, respectively. Prior experience with
 collisions, perceived impact of collision prevention, centrality of
 birding, educational attainment, and mutualist wildlife value orientations
 were also positively associated with respondents' intention to adopt
 bird-safe windows. Normative message frames, age, identification as male,
 residency in the U.S., and domination wildlife value orientations were
 negatively associated with adoption intention. Beliefs about collision
 prevention, centrality of birding, age, education, and wildlife value
 orientations also had similar associations with respondents'
 intention to encourage others to make their windows bird-safe. Results
 provide important insights for the mitigation of collision-caused bird
 mortality through evidence-based message framing, and the actions people
 are willing to take on behalf of birds and biodiversity.
description: # 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 recruits panelists via random address-based sampling, random
 person-to-person text messaging, and dynamic online targeting. Panelists
 were then selected for participation in our study using quota-based
 methods to obtain adequate representation within our sample among age,
 sex, and race characteristics (Table S1 in related publication). The
 survey was administered via Qualtrics’ online software in April and May
 2024. Data collection methods were approved by Cornell University’s
 Responsible Conduct of Research Office (#IRB0148296) and respondents gave
 their informed consent before participating. ### Files and variables
 Details regarding each variable in Dataset.csv (i.e., variable name,
 description, and coding) can be found in the corresponding Codebook.csv.
 Respondents were not required to provide an answer to every question in
 the survey, therefore, the dataset contains missing values. Missing values
 are represented by "n/a" or not available. ## Code/software
 Analyses were performed in SPSS (Version 30.0). ## Human subjects data
 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.