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Human behavior often determines the success of conservation projects, and the emerging discipline of conservation psychology focuses on understanding and influencing this behavior. Social norms (a group's perception of the appropriateness of behaviors) are a key influence on human behavior, and social norms campaigns can often engender population‐wide behavior changes. Human‐predator conflict is a major conservation issue, and one in which human behavior plays a substantial role: high standards of livestock management can considerably lower predation levels. In this paper, we use factor analysis to show that the livestock management normative belief structure of rural livestock owners is highly conserved between populations in Kenya and Zimbabwe. Through cluster analysis, we also show that qualitatively distinct attitudinal groups can be identified, and that some of these groups are common to both regions. Researchers often assume that social landscapes are unique, but we show that this is not the case for livestock management norms. People's attitudes are also generally assumed to be site‐specific, but we found commonalities across different regions, indicating that certain attitude sectors may be present in all livestock‐owning populations. If livestock management norms and attitude groups are indeed highly conserved between regions, it may be possible to develop standardized tools with which to understand the norms that influence livestock management behavior, and identify population sectors for targeted interventions. Often, conservation projects have little in‐house social science expertise, and social studies are avoided despite the benefits they bring. Here, we demonstrate that standardized approaches may be possible, and could aid the implementation—and success—of conservation interventions. [ABSTRACT FROM AUTHOR]

Conflict between people and carnivores can lead to the widespread killing of predators in retaliation for livestock loss and is a major threat to predator populations. In Kenya, a large, rural, pastoralist population comes into regular conflict with predators, which persist across southern Kenya. We explored the social and psychological backdrop to livestock management practices in this area in a process designed to be easy to use and suitable for use across large areas for the study of conflict and transboundary implementation of wildlife conflict reduction measures, focusing on community involvement and needs. We carried out fully structured interviews of livestock managers with a survey tool that examined how social and psychological factors may influence livestock management behavior. We compared survey responses on 3 sites across the study area, resulting in 723 usable responses. Efficacy of individuals' livestock management varied between and within communities. This variation was partially explained by normative and control beliefs regarding livestock management. Individual livestock managers' self‐reported management issues were often an accurate reflection of their practical management difficulties. Psychological norms, control beliefs, and attitudes differed among sites, and these differences partially explained patterns associated with conflict (i.e., variation in livestock management behavior). Thus, we conclude that a one‐size‐fits‐all approach to improving livestock management and reducing human–predator conflict is not suitable. Article impact statement: Understanding the psychology of livestock management is key to determining the best strategy for mitigation of wildlife–livestock conflict. [ABSTRACT FROM AUTHOR]