White-tailed deer are an important species in New York, but chronic wasting disease (CWD) threatens the many benefits derived from white-tailed deer. CWD is a fatal prion disease within the same category of diseases as mad cow disease. New York is currently CWD-free, but the disease has been spreading throughout the United States and was recently found in a county of Pennsylvania bordering New York.The New York State Department of Environmental Conservation (NYSDEC) has identified CWD prevention as a management priority. NYSDEC suggests deer hunters take risk-minimizing behaviors to help keep CWD out of New York. In this study, I demonstrate the role of deer hunters’ personal norms as a key factor influencing their intentions to perform CWD risk-minimizing behaviors. I use norm-activation theory (NAT) as a conceptual framework to explore the influence of personal norms and the factors leading to activation of personal norms. I find that CWD risk perceptions have a distant and mediated effect on hunters' intentions, while perceived efficacy of the risk-minimizing behaviors (to help keep CWD out of New York) consistently has a positive and direct impact on deer hunters’ personal norms and intentions. Research has invariably found perceived efficacy to positively affect hunter intentions to support or participate in CWD management (including prevention). Reducing underlying scientific uncertainty about the effectiveness of management actions should be prioritized in continued efforts to unite deer hunters, wildlife managers, and disease exerts around CWD management efforts.