Death imagery in antipoaching advertising

In three studies, death imagery and regulatory focus are examined for their effects in wildlife protection campaigns. Images of death are found to lead to positive intentions to conserve wildlife through fear, but only when ads are prevention-focused rather than promotion-focused. In Study 1, participants who view an image of a dead elephant indicate feeling fear and stronger intentions to conserve wildlife. In Study 2, participants who view a prevention-focused ad depicting a dead rhino indicate stronger intentions to sign a wildlife conservation pledge, but the effect is attenuated when the ad is promotion-focused. Study 3 finds similar results using the image of a dead tiger. Theoretical insights and practical implications are discussed.