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Public Motivations in Hunting and Target Shooting in the United States: A New Dynamic

For years, marketers and R3 practitioners referred to the five “stages” or “phases” that hunters evolve through in their lifetimes in the activity. However, these phases are based on a single qualitative study published 38 years ago (Jackson et al, 1984) that focused on just Wisconsin duck hunters. Considering the significant cultural, participatory, and communications shifts since 1984, and that women and other demographics are critical components of the hunting community, there was a strong need to update research on this important topic. This report examines the motivations of today’s hunters as well as target shooters and how these might change throughout their lifetimes using quantitative research methods.

This Project was funded by a Multistate Conservation Grant F23AP00469, from the U.S. Fish and Wildlife Service and jointly administered with the Association of Fish and Wildlife Agencies.

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