Table 2.

Relative importance of wildflower community attributes from multinomial logit models based on respondent preference for digital photos of wildflower displays

	Relative importance of wildflower community attribute
Model (n)	Species richness	Flower abundance	No. of colors	Evenness	Presence of charismatic species
All respondents (293)	0.02	0.53	0.24	0.12	0.09
		Psychographic segments based on attitudes toward forest CES
1. Active/experience seekers (77)	0.01	0.50	0.27	0.14	0.09
2. Quiet seekers (79)	0.05	0.56	0.18	0.12	0.09
3. Collectors (36)	0.05	0.50	0.28	0.13	0.05
4. Generalists (101)	0.01	0.49	0.28	0.11	0.11
Wald (=)	0.53	1.05	10.34	0.56	1.32
		Segments based on attitude toward wildflower viewing
Flowers less important (78)	0.11	0.54	0.11	0.15	0.08
Flowers mores important (210)	0.01	0.50	0.27	0.11	0.10
Wald (=)	2.96	0.02	8.33*	0.34	0.19
		Segments based on knowledge of local flora
Novice (77)	0.02	0.59	0.18	0.15	0.07
Intermediate (174)	0.02	0.49	0.29	0.12	0.08
Expert (42)	0.03	0.49	0.23	0.08	0.17
Wald (=)	0.23	4.40	5.03	1.30	2.80

The first model is based on all respondents. The remaining models analyzed segments of the respondents based on their attitudes toward forest-based CES, attitudes toward wildflower viewing, and knowledge of local flora. Relative importance values provide a measure of the relative effect of each attribute. Table S3 for full model results and coefficient estimates. Significant Wald (=) values indicate differences in the estimated coefficient of an attribute between segments.

^*P < 0.05.