Public preferences are likely to play an important role in prioritizing species at risk for conservation. We conducted a survey of British Columbians (Canada) (n =555, r =73%) to examine how the public ranks a species' attributes (rather than named species) with respect to conservation priority. Endemism, defined as species only or mainly occurring in British Columbia or species occurring in British Columbia and nowhere else in Canada, was considered the most important among the measured attributes. This preference was strongest among men and among respondents who had completed postsecondary education. The preference for endemism is generally consistent with science-based federal listings of British Columbian species. This congruence between listing and public opinion is welcome if such congruence is considered important. We suggest that investigating how much the public values species' attributes, as opposed to named species, provides a more efficient way of incorporating public opinion into policies on species at risk, especially if large numbers of species must be ranked for conservation priority.

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