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Because the conservation of biodiversity is a social and political process, conservation policies are more effective if they can create shifts in attitudes and/or behaviours. As such, communication and advocacy approaches that influence attitudes and behaviours are key to addressing conservation problems. It is well established that the way an issue is 'framed' can influence how people view, judge, and respond to an issue. Furthermore, responses to conservation interventions can be influenced by subtle wording changes in statements that m
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