Yes / For decades, animals have been widely used in advertisements, and yet little is known about the effects on consumer reactions along the entire purchase decision process. This study disentangles the effects of using animal stimuli in isolation or jointly with a human model in print advertisements. Empirical evidence is derived from 126,220 consumer evaluations of 302 actual print advertisements across 18 product categories. Animals do not only support a positive attitude change, they also influence how products integrate into consumers´ relevant set and the purchase intention by itself. By comparison, female consumers react more pronounced than their male counterparts on animal stimuli. However, it should be avoided to combine an animal stimulus with a human model to preserve a better influence over consumer reaction.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/17064 |
| Date | 12 January 2020 |
| Creators | Trivedi, Rohit, Teichert, T. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | (c) 2021 World Advertising Research Center. Full-text reproduced in accordance with the publisher's self-archiving policy. |
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