Free word association analysis of Germans' attitudes toward insects

In this paper, the results of two free word association tests were analyzed to gain insight into Germans' attitudes toward insects. We used a novel approach in form an network with help software “Gephi” that was originally developed for social analysis. The influence attitude on willingness donate (WTD) and actual donation insect conservation project investigated as well. Data collection conducted via online questionnaire (n = 515; Mage 49.36, SD 16.73; female 50.1%). For first test, participants listed three associations prompt “insect.” assigned components attitude: affective, cognitive, behavioral. second named insects they pictured when thinking about “insects.” taxonomically classified. WTD assessed Likert-type scale could be made at end questionnaire. “Bee” most frequently association, followed by “useful,” “nature,” “pollination,” “pesky.” “Pesky” often indicating being aware insects' usefulness is not enough supersede negative associations. only 6% species level, which suggests little taxonomic knowledge or interest Linear regression revealed positive affective had WTD, both small effect size. advise educating people but also fostering positive, personal encounters increase decrease ones.