This research proposes experiential reciprocity as the process underlying the relationship between direct experience of a national park and perceived value of the park system and its role in preserving the environment. Cross-sectional data of people's experience and perceptions of the United...

Previous country-of-origin research has treated opinions of countries as either positive or negative, even though people may in fact hold conflicting opinions about countries. The extant literature on ambivalence suggests that the coexistence of positive and negative opinions of a country should...