Conservation education at zoos, parks and other free-choice conservation settings is geared towards teaching and/or reinforcing certain key conservation messages that relate to the mission of the institution. These messages are communicated through a variety of channels ranging from interpretive signage, to resource elements (e.g., animals, scenic vistas, etc.) and personnel (e.g., docents and interpreters. A number of studies have focused on the outcome of visits to such settings, but little is known about the accuracy of message communication through these channels, or the factors that