Sharks are crucial to the marine ecosystem, but they are critically declining. Their bad public image explains, to some extent, the lesser concern for their conservation compared to other marine species. Extending previous research which has mainly focused on the study of attitudes towards sharks, we propose a two studies sequence, first by exploring the shark’s social representation, followed by an exploration of some stereotypical traits that may affect attitudes toward shark conservation. Study 1 specifically exploreed the social representation of sharks in a sample of zoo goers (N = 979). Main results showed that the representation was ambivalent and participants considered sharks as human predators. Surprisingly, findings showed that sharks were also seen as highly agentic and little communal animals. Consequently, Study 2 (N = 60) was designed to more thoroughly explore this gendered view as well as its implications in the attitudes and behavioral intention towards shark conservation. Results showed that, although sharks were again perceived as highly agentic, it was the perception of the sharks’ communality that was associated with more positive attitudes towards their conservation and a higher tendency to choose a shark conservation trust as first choice. Implications of studies 1 and 2 results for sharks’ conservation communication strategies and policies are discussed.

鲨鱼对海洋生态系统至关重要，但它们正在急剧减少。它们糟糕的公众形象在某种程度上解释了与其他海洋物种相比，它们对保护的关注较少。扩展以前主要集中在对鲨鱼的态度研究的研究，我们提出了两个研究序列，首先是探索鲨鱼的社会表征，然后是探索一些可能影响对鲨鱼保护态度的刻板特征。研究 1 专门探讨了动物园参观者样本（N = 979）中鲨鱼的社会代表性。主要结果表明，这种表述是矛盾的，参与者将鲨鱼视为人类捕食者。令人惊讶的是，研究结果表明，鲨鱼也被视为具有高度毒力和小型群居动物。最后，研究 2 (N = 60) 旨在更彻底地探索这种性别观点及其对鲨鱼保护的态度和行为意图的影响。结果表明，虽然鲨鱼再次被认为具有高度代理性，但鲨鱼的社区性与对其保护的更积极态度以及选择鲨鱼保护信托作为首选的更高倾向有关。讨论了研究 1 和 2 结果对鲨鱼保护传播策略和政策的影响。正是对鲨鱼群体性的看法与对其保护的更积极态度以及选择鲨鱼保护信托作为首选的更高倾向有关。讨论了研究 1 和 2 结果对鲨鱼保护传播策略和政策的影响。正是对鲨鱼群体性的看法与对其保护的更积极态度以及选择鲨鱼保护信托作为首选的更高倾向有关。讨论了研究 1 和 2 结果对鲨鱼保护传播策略和政策的影响。