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Through a mail survey of 541 residents and riparian landowners in the area surrounding the Blue River watershed of southern Indiana, we examined perceptions and intended behaviors toward the eastern hellbender (Cryptobranchus alleganiensis alleganiensis), an aquatic salamander experiencing drastic population declines due to anthropogenic causes. While anecdotal reports attribute hellbender mortality and removal to anglers and pet collectors, only 5% of respondents reported these negative behaviors. Misconceptions among anglers and the general public about the eastern hellbender were less prevalent than anticipated. Anglers, recreational boaters, riparian landowners, and respondents who were previously familiar with the hellbender displayed more positive attitudes toward the animal than other groupings of individuals. Data collected in this article shaped a detailed education and outreach campaign based on the principles of community-based social marketing.
