Résumé
This study investigates how cognitive and sensory stimuli influence public perception and conservation support toward a non-charismatic fish species, Argyrosomus japonicus. Although aesthetically unattractive, this endangered species holds ecological, cultural, and economic importance. A total of 1080 participants in France were randomly assigned to one of six conditions, each presenting a photograph of A. japonicus with one type of additional information: three cognitive stimuli (textual information on IUCN Red List conservation status, ecological traits, economic/cultural values), two sensory stimuli (video or sound), and a control condition showing only the photograph. Perception was assessed across six factors: beauty, cuteness, rarity, impressiveness, intelligence, and sensitivity, using semantic differential scales. Attitude toward conservation was measured using a hypothetical budget allocation task.Results highlight that perceived beauty and cuteness remained unaffected under any condition, while other factors were significantly enhanced by cognitive and sensory stimuli. Auditory stimulus was particularly effective in improving the perception of rarity, impressiveness, sensitivity and intelligence. To our knowledge, this is the first evidence that sound stimuli influence immediate positive perceptions of fish. No condition increased conservation support for A. japonicus, but cognitive stimuli reduced allocations to a comparatively more charismatic species (A. neoguinaicus), suggesting that such information could help mitigate biases toward charismatic species.Our findings suggest combining cognitive and sensory pathways to enhance perception of non-charismatic species. In particular, integrating auditory stimuli offers a largely untapped avenue for promoting fish species, and similar strategies could be extended to other underappreciated taxa to strengthen public interest and conservation efforts.