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Shifts in species ranges and viability introduced by climate change are creating difficult challenges for scientists and citizens. In many cases, the seriousness of threats to endangered species is forcing policy makers and resource managers to consider novel species protection strategies, either to complement or replace existing conservation approaches. This paper seeks to deepen understanding of public views on a range of conventional and novel management initiatives designed to protect species under the threat of extinction, based on results from an online survey conducted in the USA and Canada. Participants first selected a preferred intervention strategy and were then presented with a series of scenarios, focused on protection of the endangered bristlecone pine, which allowed them to explore their willingness to shift to a new policy regime with a better chance of protecting the species. The use of a decision-pathways survey design allowed us to examine the strength of the nudge required to elicit a shift in their position and the reasoning underlying selection of a preferred management alternative. Results generally support the conclusion that, so long as a clear rationale is provided, there exists surprisingly widespread support for the adoption of novel management approaches to save threatened or endangered species even if this requires more intensive genetic and transformational interventions that are costly or ethically challenging. [ABSTRACT FROM AUTHOR]