Attitudes have been a commonly used psychological measure of program effectiveness in conservation social science research. The major limitation of this approach is that attitudes do not always translate into behavior and therefore may not provide an accurate assessment of program success. Given that achieving conservation goals generally relies on understanding and changing human behavior, we argue for the need to assess behavior rather than attitudes as an indicator of conservation outcomes. Psychological theory shows that attitudes and behavior are distinct, but related, concepts. Measuring conservation behaviors involves identifying the target behavior or behaviors and the optimal time to measure and then selecting the most appropriate method of measurement (i.e., direct observation, objective indicators, self-reported behavior, and behavioral intentions) that considers the strengths and weaknesses of each approach. We call for conservation programs to focus on influencing behavior rather than attitudes alone and encourage conservation practitioners and researchers to collect high-quality behavioral data to more effectively inform policy and programs. Logro del Impacto de la Conservación Cambiando el Enfoque en las Actitudes Humanas a los ComportamientosResumen: Las actitudes han sido utilizadas comúnmente como una medida psicológica de la eficacia de una Palabras Clave: biodiversidad, cambio de comportamiento, eficacia, evaluación, intervenciones, programasArticle impact statement: Encouraging researchers and practitioners to collect behavioral data and promote behavior change improves policy and program outcomes.

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Community-based conservation programs in developing countries often assume that heteronomous motivation (e.g. extrinsic incentives such as economic rewards and pressure or coercion to act) will motivate local communities to adopt conservation behaviors.However, this may not be as effective or sustainable as autonomous motivations (e.g. an intrinsic desire to act due to inherent enjoyment or self-identification with a behavior and through freedom of choice). This paper analyses the comparative effectiveness of heteronomous versus autonomous approaches to community-based conservation programs, using the example of Sumatran orangutan (Pongo abelii) conservation in Indonesia.Comparing three case study villages employing differing program designs, we found that heteronomous motivations (e.g. income from tourism) led to a change in self-reported behavior towards orangutan protection. However, they were ineffective in changing selfreported behavior towards forest (i.e. orangutan habitat) protection. The most effective approach to creating self-reported behavior change throughout the community was with a combination of autonomous and heteronomous motivations. Individuals who were heteronomously motivated to protect the orangutan were found to be more likely to have changed attitudes than their self-reported behavior. These findings demonstrate that the current paradigm of motivating communities in developing countries to adopt conservation behaviors primarily through monetary incentives and rewards should also consider integrating autonomous motivational techniques which promote the intrinsic values of conservation. Such a combination will have a greater potential to achieve sustainable and cost-effective conservation outcomes. Our results highlight the importance of in-depth sociopsychological analyses to assist the design and implementation of community-based conservation programs.

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