Favorability and Impact of Common Terms Around the Topics of Animal Care and Welfare Utilized by Zoological Facilities

Zoological institutions strive to foster positive visitor perceptions regarding the welfare of animals under their professional care. However, the impact of specific messaging and terminology used in educational signage and programs remains unclear. The goal of the current studies was to examine the favorability and impact of common terminology around the topics of animal care and welfare used within zoos and aquariums. Participants were randomly selected from Brookfield Zoo Chicago's household member database and invited via email to complete a brief survey. Study 1 employed a feeling thermometer to assess the favorability of common zoological terms. Studies 2-7 utilized vignettes to examine terminology through both feeling thermometers and Likert-type scales, measuring both favorability and visitor perceptions of animal care and welfare. Results from Study 1 suggest that there are some statistically more favorable terms that zoological facilities could use when interpreting different topics for visitors. These include professional care, habitat, animal health, veterinary care, animal care specialist, and animal care professional. However, Studies 2-7 demonstrated that when comparing the terms within contextual vignettes, the significant differences in favorability no longer existed. Results can be utilized by practitioners in zoos and aquariums to choose more favorable terms when discussing animal care and welfare. Only through sound science will we better understand how best to impact zoo and aquarium visitors' perceptions of animal welfare.