Abstract
Interpretive programs can encourage the development of pro-environmental behavior, but visitors do not arrive as blank slates. Instead, their previous experiences interact with new programs to produce iterative change over time. Animal ambassadors can help facilitate these changes, but animal specialty organizations have largely been excluded from research exploring audiences and programs in free-choice learning settings. This study fills that gap by exploring differences between audiences at organizations with different types of missions. Using survey and interview data and value-belief-norm theory as a framework, I compare learners across three animal-themed interpretive facilities. Visitors were similar on some sociodemographic/social-psychological metrics, but they also differed in ways that reflect the institutional mission at each organization. Most notably, specialty organizations reach audiences who are sensitive to animal/ environmental welfare but are uncomfortable with zoos. Interpreters can replicate these methods at their own organizations or consider how the visitors in this study can help them better understand their own context. More knowledge about their visitors helps interpreters better design programs to achieve desired program outcomes and facilitate pro-environmental behavior.