Human preferences for species conservation: Animal charisma trumps endangered status

A good deal of research has recently focused on people's commitment to biodiversity conservation by investigating their “willingness-to-pay” (WTP). Because of the public's self-reported preferences for species that are more charismatic or similar to humans, conservation programs are often biased toward these species. Our study aimed to explore the determinants of WTP among 10066 participants in a zoo conservation program. The program aims to...