Using Personal Norms to Understand Deer Hunters' Chronic Wasting Disease (CWD) Prevention Behaviors: The "Right" Thing to Do.

To protect wild deer populations (and their beneficiaries) from the negative consequences of chronic wasting disease (CWD), it is crucial to engage deer hunters in disease prevention. Early qualitative findings suggest CWD-relevant behaviors evoke moral or ethical considerations in deer hunters which may help to explain behaviors. The present study applies norm-activation theory (NAT) to explore the relationship between personal norms and CWD-preventative behavioral intentions. We surveyed 2,000 New York, USA residents licensed to hunt in the bordering CWD-positive state of Pennsylvania, USA, and find most hunters have activated personal norms to help prevent a CWD (re)introduction to New York. We find as perceived effectiveness of the behaviors (in helping to prevent CWD) increases, the odds of activated personal norms increase, as do intentions to perform the behaviors. Our findings offer insights into deer hunter involvement in CWD prevention and the potential influence of internal motivation on the respective behaviors. [ABSTRACT FROM AUTHOR]