“…The results of these instruments showed that the visitors studied understand 'dinosaur' to mean any large, ancient and mounted skeleton. Although this is not surprising, as other studies in museums have found similar situations (Mortara Almeida, 2004;Valente, 1995), and in social imaginary, the very idea of the past has been linked to dinosaurs since the mid-nineteenth century (Rudwick, 1992), it has deep conceptual consequences that here are considered as 'invisible' by the museum. This 'taxonomical misunderstanding' -the dinosaur-megamammal association -is rooted in the personal context of the visit, according to which it is understood that the visitor will always tend to associate what he/she sees with what he/she already knows, much to the chagrin of exhibition designers (Falk and Dierking, 1992;Leinhardt and Crowley, 2001).…”