Identifying indicators, empathy, and anthropomorphism in zoo visitors' perceptions of animal wellbeing through qualitative interviews

To achieve their conservation missions, zoos and aquariums must understand how their audiences make judgments about animal wellbeing, as public trust and learning outcomes hinge on the extent to which animals living in these institutions seem well cared for. While previous research has investigated public perceptions of animal wellbeing, the majority of this work has focused on specific species or programs, with few studies employing qualitative research methods. Using qualitative analysis of data from 37 semi‐structured interviews with visitors to the Oakland Zoo, this study explores the indicators visitors used to assess animal wellbeing and the ways visitors employ empathy and anthropomorphism in their thinking about animal wellbeing. Our findings describe the suite of factors influencing visitors' perceptions of animal wellbeing: animal activity, animal habitats, interactions with zoo personnel, and animal health. We also describe the ways interviewees negotiate empathy and anthropomorphism with varying degrees of accuracy and reflectiveness.