“…These prefectures predominantly represented the wealthier regions of China, in accord with the normal goods hypothesis (Brashares, Golden, Weinbaum, Barrett, & Okello, 2011), which states that purchasing power drives sales. Given that possession of protected wild animals and derived products is generally the prerogative of more affluent purchasers (see also Zhou et al, 2015aZhou et al, , 2015b, ownership is more likely to be esteemed than criticized in China; a phenomenon known as the anthropogenic Allee effect (Courchamp et al, 2006;Tella & Hiraldo, 2014), linking rarity, desirability, and value (Fernandes-Ferreira et al, 2012). We limited our search to a single (although the largest e-commerce platform in China) internet marketplace, Taobao.com, because data requests were not restricted on this site, and these data were presented in a wellstructured and consistent way.…”