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Jia, Yang, and Jiang 2022.pptx

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Jia, Yang, and Jiang 2022.pptx

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Exposure to dogs (cats) makes consumers subsequently more promotion- (prevention-) focused, meaning that consumers will become more eager (cautious) in pursuing a goal and more risk-seeking (risk averse) when making decisions.

Exposure to dogs (cats) makes consumers subsequently more promotion- (prevention-) focused, meaning that consumers will become more eager (cautious) in pursuing a goal and more risk-seeking (risk averse) when making decisions.

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Jia, Yang, and Jiang 2022.pptx

  1. 1. How Exposure to Dogs Versus Cats Influences Consumer Behavior From: Jia, Yang, and Jiang (2022)
  2. 2. Dogs and Cats Frequently Appear in Consumers’ Lives From: Jia, Yang, and Jiang (2022) • 68% of U.S. households own a pet (APPA 2018) • About 1 in 5 households acquired a pet since the outbreak of COVID-19 pandemic (ASPCA 2021) • Pets are frequently featured in mass media, pop culture, and marketing communications. How does exposure to pets such as interacting with a dog (cat), viewing ads featuring a dog (cat) as the spokescharacter influence consumer behavior?
  3. 3. From: Jia, Yang, and Jiang (2022) Pet Exposure Influences Consumer Behavior by Activating Promotion- (Prevention-) Focused Mindsets Consumers associate the stereotypical behaviors and characteristics of dogs and cats with different mindsets Such a mindset can carryover to influence consumers’ subsequent decision or choice that is even unrelated to pets Exposure to dogs primes consumers to be promotion-focused Exposure to cats primes consumers to be prevention-focused
  4. 4. Dog Exposure Activates Promotion-Focused Mindset • Promotion-Focus • Emphasizing positive outcomes in goal pursuit such as growth, improvement, etc. • Being eager to obtain the positive outcomes • Risk-seeking Cat Exposure Activates Prevention-Focused Mindset • Prevention-Focus • Emphasizing the prevention of negative outcomes in goal pursuit such as losses, failures, etc. • Being cautious to prevent the negative outcomes • Risk-averse From: Jia, Yang, and Jiang (2022)
  5. 5. From: Jia, Yang, and Jiang (2022) Dog Exposure Leads to Promotion-Focused Behaviors Cat Exposure Leads to Prevention-Focused Behaviors • Preferred stocks over mutual funds in financial investment decisions • More interested in participating in lotteries when provided the opportunity • Bid more for gift cards of products with promotion-focused benefits • States with more dog owners reported more per-capita COVID-cases • Preferred mutual funds over stocks in financial investment decisions • Less interested in participating in lotteries when provided the opportunity • Bid more for gift cards of products with prevention-focused benefits • States with more cat owners reported less per-capita COVID-cases
  6. 6. From: Jia, Yang, and Jiang (2022) Practical Implications • Consumer pet exposure situation (e.g., pet ownership) is a meaningful segmentation strategy • Marketers should consider crafting their advertising messages differently or recommending different products when targeting consumers with depending on their pet exposure situations • For products with compelling promotion focused benefits, featuring dogs in marketing communications is likely more effective • For products that are mainly prevention-focused, featuring cats in marketing communications is likely more persuasive

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