Variables in DCE design experiment 1.csv 
ID: Unique line ID
BLOCK: Block ID (1-4), corresponds to BLOCK in DCE results experiment 1.csv 
QES: question ID (1-9), corresponds to q1-q9 in DCE results experiment 1.csv. 
ALT: animal ID (1, 2), corresponds to animal chosen in q1-q2 in DCE results experiment 1.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 forward-facing (1) or side-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). 
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).
Colour_cool: Whether the animal had cool colouring (1) or not (0). 
Colour_dull: Whether the animal had dull colouring (1) or not (0). 
Size_medium: Whether the relative size of the animal, as displayed to participants was medium (1) or not (0). 
Size_large: Whether the relative size of the animal, as displayed to participants was large (1) or not (0). If neither large or medium, the animal was small.
PopSize_c2000: Whether the population size reported to the participants was 2000 individuals (1) or not (0).
PopSize_c9000: Whether the population size reported to the participants was 9000 individuals (1) or not (0). If neither a population size of 2000 or 9000 was shown, then for animals a population size of 200 was displayed.
Poptrend_30decline: Whether the population trend reported to the participants was a 30% decline over 3 generations (1) or not (0).
Poptrend_80decline: Whether the population trend reported to the participants was a 80% decline over 3 generations (1) or not (0). If neither a 30% or 80% decline, the animals population was reported as stable.
Attention_limited: Whether the animal was reported as having limited conservation attention (1) or not (0).
Attention_active: Whether the animal was reported as having active conservation attention (1) or not (0). If neither limited or active attention, animals were described as having no conservation attention.
Humans_pest: Whether the animal was described as a pest (1) or not (0).
Humans_beneficial: Whether the animal was described as beneficial to humans (1) or not (0). If neither described as a pest or beneficial, it was described neutrally.






Variables in DCE results experiment 1.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 ; Bachelors degree ; Masters Degree ; 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. 
BLOCK: block seen by the participant (1-4), corresponds to BLOCK in DCE design experiment 1.csv. 
q1-q9: 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 1.csv). q1-q9 correspond to QES in DCE design experiment 1.csv. 
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.