Abstract
This research aimed to identify if prevailing cultural and societal constructs can upend the aesthetic appeal of neotenic (retaining juvenile characteristics into adulthood) animals, specifically, the common brushtail possum (Trichosurus vulpecula). In Australia, the original provenance of the species, these animals are generally viewed as “cute”. By contrast, in New Zealand (NZ), the same species is treated with disdain. This notable cross-cultural difference is likely due to the fact that possums are frequently characterised as an invasive species and threat to native flora and fauna in Aotearoa. In the present thesis, a Qualtrics survey was administered to participants from New Zealand (n = 83) and those from the United States (n = 99) (who have not been previously exposed to the species) to gauge attitudes towards brushtail possums. As part of the experimental procedure, participants were randomly assigned to read one of three descriptions about the impact of the species on NZ ecology (neutral, positive, or negative). Following this, they were asked to rate their feelings towards the animal based on the description using a PANAS (Positive and Negative Affect Schedule) scale and a “cuteness” scale. In general, results confirmed the hypothesis that the “pest species” narrative can influence our perceptions of neotenic animals, overpowering their natural aesthetic appeal. Compared to the US participants, the NZ participants rated possums more negatively and perceived them to be objectively less cute, and this cross-cultural difference was not mediated by the experimental treatment. The descriptions (neutral, positive or negative) had no impact on the responses received in New Zealand and USA. There was no significant difference in the responses received to the accompanying descriptions. This research aimed to heighten people’s awareness towards the vilification of the common brushtail possum and how our perceptions towards an animal can change according to the popular narrative. These issues could help in framing conservation policies better and enable meaningful discussions on management of pests without demonizing them.