Variables in DCE design experiment 2 imaginary animals.csv ID: Unique line ID BLOCK: Block ID (1-4), corresponds to ImgBLOCK in DCE results experiment 2.csv. QES: question ID (1-6), corresponds to Imgq1-Imgq6 in DCE results experiment 2.csv. ALT: animal ID (1, 2), corresponds to animal chosen in Imgq1-Imgq6 in DCE results experiment 2.csv. ASC: Whether the line describes an animal option (1) or the opt-out option where the participant selects neither animal(0). Eye_direction: Whether the animal has side-facing (1) or forward-facing (0) eyes. Unfurred: Whether the animal has fur (0) or does not (1). Pattern: Whether the animal was patterned (using three colours, 1) or was a single colour (0). Size_small: Whether the relative size of the animal, as displayed to participants was small (1) or large (0). Colour_warm: Whether the animal had warm (1) or cool (0) colouring. Type_A: Whether the imaginary animal was of type A (1) or not (0). Type_B: Whether the imaginary animal was of type A (1) or not (0). PopSize_large: Whether the population size reported to the participants was large – more than 10,000 individuals (1) or small – less than 5000 individuals (0). Poptrend_decline: Whether the population trend reported to the participants was declining over 3 generations (1) or stable (0). Variables in DCE design experiment 2 real animals.csv ID: Unique line ID BLOCK: Block ID (1), shows a single block was used, corresponds to RealBLOCK. QES: question ID (1-8), corresponds to Realq1-Realq8 in DCE results experiment 2.csv. ALT: animal ID (1, 2), corresponds to animal chosen in Realq1-Realq8 in DCE results experiment 2.csv. ASC: Whether the line describes an animal option (1) or the opt-out option where the participant selects neither animal(0). Eye_direction: Whether the animal has side-facing (1) or forward-facing (0) eyes. Mammal: Whether the animal was a mammal (1) or a bird (0). Pattern: Whether the animal was patterned (using three colours, 1) or was a single colour (0). Size_small: Whether the relative size of the animal, as displayed to participants was small (1) or large (0). Colour_warm: Whether the animal had warm (1) or cool (0) colouring. Type_A: Whether the imaginary animal was of type A (1) or not (0). Type_B: Whether the imaginary animal was of type A (1) or not (0). PopSize_large: Whether the population size reported to the participants was large – more than 10,000 individuals (1) or small – less than 5000 individuals (0). Poptrend_decline: Whether the population trend reported to the participants was declining over 3 generations (1) or stable (0). Variables in DCE results experiment 2.csv ID: Unique participant identifier Duration: Time taken (in seconds) for participant to complete the survey. Gender: Male or Female. Age: Age category selected by participant, age in number of years. 18-29 ; 30-39 ; 40-49 ; 50-59 ; 60-69 ; 70+ Employment: full-time = Working full-time ; part-time = Working part-time ; Student = A student ; Unemployed = Unemployed ; Retired = Retired ; Prefer not to say = Prefer not to say. education: None ; HighSchool = Highschool diploma or equivalent; Bachelors = Bachelors degree ; Masters = Masters Degree ; Doctoral = Doctoral degree. donated_project: Have they ever donated money to a conservation project? Yes / No. donated_species: Have they ever donated money for conservation of a specific species? Yes / No. donated_nature: Have they ever donated money to a nature project? Yes / No. volunteered: Have they every volunteered for a conservation project? Yes / No. ImgBLOCK: Imaginary animal block seen by the participant (1-4), corresponds to BLOCK in DCE design experiment 2 imaginary animals.csv. Imgq1-Imgq6: animal type chosen (1 or 2) in the nine choice sets. Identity of the animal will depend on the block seen (and corresponds to ALT in DCE design experiment 2 imaginary animals.csv). Imgq1-Imgq6 correspond to QES in DCE design experiment 2 imaginary animals.csv. RealBLOCK: Real animal block seen by the participant (1-4), corresponds to BLOCK in DCE design experiment 2 real animals.csv. Realq1-Realq8: animal type chosen (1 or 2) in the nine choice sets. Identity of the animal will depend on the block seen (and corresponds to ALT in DCE design experiment 2 real animals.csv). Realq1-Realq6 correspond to QES in DCE design experiment 2 real animals.csv. DjoongariRank: Participants rank of how attractive they found the Djoongari, from 1 (most attractive) to 16 (least attractive). WallabyRank: Participants rank of how attractive they found the rock wallaby, from 1 (most attractive) to 16 (least attractive). ZebraRank: Participants rank of how attractive they found the Grevy’s zebra, from 1 (most attractive) to 16 (least attractive). LynxRank: Participants rank of how attractive they found the Eurasian lynx, from 1 (most attractive) to 16 (least attractive). MauritusFodyRank: Participants rank of how attractive they found the Mauritius fody, from 1 (most attractive) to 16 (least attractive). CamelRank: Participants rank of how attractive they found the Bacterian camel, from 1 (most attractive) to 16 (least attractive). PygmyfalconRank: Participants rank of how attractive they found the pygmy falcon, from 1 (most attractive) to 16 (least attractive). BlackbirdRank: Participants rank of how attractive they found the Jamaican blackbird, from 1 (most attractive) to 16 (least attractive). CaracaraRank: Participants rank of how attractive they found the striated caracara, from 1 (most attractive) to 16 (least attractive). HoneybuzzardRank: Participants rank of how attractive they found the Honey buzzard, from 1 (most attractive) to 16 (least attractive). StellarseagleRank: Participants rank of how attractive they found Stellar’s sea eagle, from 1 (most attractive) to 16 (least attractive). LiontamarinRank: Participants rank of how attractive they found the golden lion tamarin, from 1 (most attractive) to 16 (least attractive). SnubnosedmonkeyRank: Participants rank of how attractive they found the Wallaby, from 1 (most attractive) to 16 (least attractive). BonoboRank: Participants rank of how attractive they found the Wallaby, from 1 (most attractive) to 16 (least attractive). SpoonbillRank: Participants rank of how attractive they found the Wallaby, from 1 (most attractive) to 16 (least attractive). CassowaryRank: Participants rank of how attractive they found the Wallaby, from 1 (most attractive) to 16 (least attractive). Species_Chosen: Species chosen by the participant to receive a donation from the project. See supplementary materials for a list of species – names in dataset are shortened versions of species English names. NoDonation = participant chose not to donate.