Abstract
Insufficient investment in wildlife that lacks strong aesthetic or emotional appeal to humans poses a significant obstacle to achieving broader conservation goals. Species that are not considered charismatic are nonetheless vital to ecosystems and deserve attention from conservationists, researchers, and the public. However, effective strategies for bridging the gap between these species and traditionally charismatic ones remain underexplored. Our exploratory study introduced the concept of charisma orientations to examine their influence on pro-bird behaviors, such as following guidelines, reporting disturbances, and participating in community advocacy. We identified six relational and socially negotiated orientations—ecological importance, intrinsic right to exist, protection support, affective meaning, and perceived decline—that together represent key perspectives through which waterbirds are understood. A survey of 615 Texas coastal recreationists revealed that relying solely on positive charisma diminishes the appeal of waterbirds for participants. The species likeability frame was relevant only in the context of reporting disturbances, while a moral policy stance (the belief that waterbirds need protection) was significant in predicting advocacy. Younger males and individuals who felt current regulations were adequate were less likely to engage in waterbird conservation behaviors. Our findings suggest that examining the intersection of contested charismatic species and various charisma orientations can uncover subtle nuances often overlooked due to an overemphasis on positive charisma and emotional resonance, which may only partially apply or not apply at all.