Conservation psychology is an emerging research area for environmental psychologists. Conservation psychology focuses on the reciprocal relationship between individuals and the natural environment. Much of the current work is aimed at understanding the psychological factors that are predictive of environmental attitudes and conservation behavior, as well as developing and testing effective strategies for promoting conservation. The proposed symposium includes four papers that fall under the broad heading of conservation psychology. In the first paper, Eike von Lindern and Hans-Joachim Mosler discuss the role of mental models in understand and promoting conservation. They present data from a sample of Swiss anglers in which they link mental models of the ecosystem with specific beliefs and behavioral intentions. In the second paper, Victor Corral-Verdugo and his colleagues discuss Affinity Toward Diversity as an important predictor of conservation behavior. Drawing on data from several samples, they highlight the ways in which this dispositional variable correlates in meaningful ways with a range of conservation-related attitudes, beliefs, and behaviors. In the third paper, Florian Kaiser examines the potential changes in behavior that can result from changing attitudes. He presents new data challenging the traditional viewpoint that changing attitude will not lead to a corresponding change in behavior. In the final paper, Wesley Schultz discusses the role of social norms in persuading conservation behavior. He reports data from a series of studies with hotel guests in which norms-based messages were effective at promoting in-room conservation. Taken together, the four papers nicely represent the important contributions that psychologists can make in understanding and persuading conservation.