This project attempted to identify links between an individual’s behavior and that same individual’s self-acclaimed values regarding natural resources. Cognitive theory provides a way to predict the behaviors of individuals or groups based on the values they hold. It is based on the idea that cognition (processes in thought) determines the decisions and, therefore, behaviors of the individual. These thought processes proceed from the values held by the individual, therefore, knowing the individual’s values can aid in predicting the individual’s decisions and behaviors (Jacobs et. al. 2013). Cognitive theory is commonly used in natural resource management agencies to predict the behaviors of stakeholders to better manage the resource (Seymour et. al. 2010). It has been used in this facet since the 1980’s, when Kellert first described ten typologies of natural resource values (Kellert 1984). A separate list of environmental philosophies was later formed to encompass a broader range of values (Derr and McNamara 2003). Generally, behaviors can be assessed and traced back to a base value, allowing the individual to be classed along a certain typology, which can then be used to predict future behavior (Jacobs et. al. 2013).
While these traditional methods were largely successful in prior years, the growing millennial generation is substantially more diverse and possesses a wider range of beliefs (Fry 2016). The paradigm of identity validation, where society places great emphasis on an individual being proud and outspoken about their values, is becoming more prominent and could be utilized by natural resource managers. With hyper-awareness of one’s own values becoming the societal norm, it may be possible to utilize this norm in streamlining the behavior predicting process. If shown to be accurate, asking individuals to classify themselves into certain typologies can reduce the efforts of backtracking behaviors to a base value. This could help to create a more cost effective and timely process for management agencies to determine what practices its user groups will support or oppose.