Brain Response to Wildlife Images Predicts Engagement

New Stanford research suggests brain activity can forecast which wildlife images will inspire online engagement and donations.

Published on Feb. 20, 2026

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New Stanford University-led research suggests that brain activity can help forecast which wildlife images will inspire people to engage online and donate to conservation causes. The insights could help environmental organizations design more effective communications campaigns. The findings suggest that socioemotional features, such as visible faces or cues that encourage viewers to infer an animal's mental state, played a key role in driving engagement.

Why it matters

This research provides valuable insights into what types of wildlife imagery are most effective at inspiring people to take action and support conservation efforts through online engagement and donations. Understanding the neural responses that predict engagement could help environmental organizations create more impactful communications campaigns.

The details

The study, published in PNAS Nexus, combines behavioral experiments, functional MRI (fMRI) brain imaging, and social media data to explore how people respond to wildlife imagery. Researchers found that neural responses not only predicted individuals' choices to like images and donate money, but also forecast broader public engagement with similar images on social media platforms. The work suggests that emphasizing socioemotional features, such as facelike features or attention to the viewer, can help evoke a stronger connection and drive greater engagement.

  • The study was published on February 17, 2026.

The players

Brian Knutson

A professor of psychology at the Stanford School of Humanities and Sciences and an affiliate of the Woods Institute.

Stanford Woods Institute for the Environment

The institute that provided grant funding for the interdisciplinary research that led to this study.

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What they’re saying

“If you want to encourage people to protect an animal, you might depict it in a way that evokes a social or emotional connection. For instance, emphasizing facelike features or attention to the viewer.”

— Brian Knutson, Professor of Psychology (PNAS Nexus)

What’s next

The researchers say the findings could inform future work using advanced tools — including generative AI — to test whether modifying image features can increase engagement and charitable giving.

The takeaway

This research highlights the power of neuroscience tools to provide insights into what motivates people to support wildlife conservation efforts online. By understanding the neural responses that predict engagement, environmental organizations can create more effective communications campaigns to inspire action and donations.