A Theoretical and Empirical Investigation of Flagship Species Effects on Conservation Funding in Nigeria

Flagship species, defined as charismatic and easily recognized wildlife that attract disproportionate public interest and conservation funding, are a cornerstone of conservation marketing strategy, yet their effect on conservation funding allocation and habitat protection outcomes in developing countries has not been empirically established. In Nigeria, large charismatic mammals such as the African elephant, chimpanzee, and Cross River gorilla attract the majority of international and domestic conservation media attention, raising questions about whether flagship species effects channel resources away from less charismatic but ecologically critical taxa. This dissertation develops and empirically tests a theoretical model of flagship species effects on conservation funding in the Nigerian context, drawing on analysis of 15 years of conservation NGO funding records, media content analysis, donor behavior experiments, and protected area conservation outcome data. A novel flagship effectiveness index is developed that quantifies the ratio of funding attracted to conservation outcomes achieved for individual flagship species. Donor behavior experiments using hypothetical choice tasks with 500 participants examine the cognitive and affective mechanisms underlying flagship species preferences. Conservation outcome analysis tests whether protected areas with recognized flagship species achieve better habitat protection than comparator sites. Results confirm strong flagship effects on donor behavior but reveal significant misalignment between flagship species conservation funding and ecological priority. The dissertation contributes an original theory of flagship conservation finance and practical recommendations for Nigerian conservation organizations seeking to optimize funding efficiency. Keywords: flagship species, conservation funding, Nigeria, conservation marketing, donor behavior