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Animals in advertising: Love dogs? Love the ad!

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  • Lancendorfer, Karen M.
  • Atkin, JoAnn L.
  • Reece, Bonnie B.

Abstract

Advertisers frequently use animals in ads, but little academic research focuses on consumer reactions to their use. This study uses the heuristic-systematic model (HSM) to examine consumer response to animal companions in advertisements. Specifically, HSM serves as the theoretical foundation for testing the effects of animal heuristic cues on the formation of attitude toward the ad, attitude toward the brand, and purchase intention. In the current study, the presence of the dog increases heuristic processing, concurrent processing, and ultimately attitude toward the ad. The article proposes managerial implications and avenues for future research.

Suggested Citation

  • Lancendorfer, Karen M. & Atkin, JoAnn L. & Reece, Bonnie B., 2008. "Animals in advertising: Love dogs? Love the ad!," Journal of Business Research, Elsevier, vol. 61(5), pages 384-391, May.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:384-391
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    References listed on IDEAS

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    Cited by:

    1. Edith Podhovnik, 2016. "The Meow Factor - An Investigation of Cat Content in Today's Media," Proceedings of Arts & Humanities Conferences 3806257, International Institute of Social and Economic Sciences.
    2. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    3. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    4. Jacobson, Jenna & Hodson, Jaigris & Mittelman, Robert, 2022. "Pup-ularity contest: The advertising practices of popular animal influencers on Instagram," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    5. Kirk, Colleen P., 2019. "Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets," Journal of Business Research, Elsevier, vol. 99(C), pages 306-318.
    6. Benaim, Mickael, 2018. "From symbolic values to symbolic innovation: Internet-memes and innovation," Research Policy, Elsevier, vol. 47(5), pages 901-910.
    7. Aubrey H. Fine & Alan M. Beck & Zenithson Ng, 2019. "The State of Animal-Assisted Interventions: Addressing the Contemporary Issues That Will Shape the Future," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    8. José E. Ramos-Ruiz & Minerva Aguilar-Rivero & Jaime Aja-Valle & Lucía Castaño-Prieto, 2024. "An Analysis of the Demand for Tourist Accommodation to Travel with Dogs in Spain," Societies, MDPI, vol. 14(2), pages 1-15, January.
    9. Mykolas Simas Poškus & Rasa Pilkauskaitė Valickienė & Arvydas Kuzinas, 2019. "The Effects of Descriptive Imagery and Appeals on Emotions and Intentions Related to Pro-Environmental Behavior," Sustainability, MDPI, vol. 11(19), pages 1-20, September.

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