Effect and difference between the threatened and endemic status on the general public support towards wildlife species in a biodiversity hotspot

General public inclusion in nature conservation is crucial to accomplish wildlife species recovery. Mammal and bird species usually receive most of the research and general public attention, leaving aside other taxa species. It is necessary to obtain general public support towards other taxa species by emphasizing ecological attributes. Here we test if the disclosure of the threatened and endemic status of amphibians, fish, and invertebrates, could increase general public support. Additionally, we wanted to identify if the threatened and endemic status could implicate a difference in support. Interviews (N: 359) were conducted among the general public in Valdivia, Chile, to elicit the support, allocation of a fictional fixed amount of conservation funds (WTS), towards native wildlife species. The species were two mammals, and four bird species, none threatened nor endemic, and two amphibians, one fish, and three invertebrates, all threatened and endemic. The WTS was derived on two occasions for each participant. Firstly presenting colorful pictures with the name of the species and, secondly, adding the threatened and endemic status in two separate treatments. Results indicated mammal and bird species with significantly higher WTS when pictures and names were provided. The main driver was a misperception of the threatened status of these species. When the threatened and endemic status was disclosed, the WTS significantly shift towards the amphibians, fish, and invertebrates. No difference in the WTS was spotted between the threatened or endemic status. As our results indicate participants associate charismatic species (mammal and birds) with threatened status. We encourage nature conservation entities to promote a broader spectrum of wildlife species by emphasizing conservation needs.