Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Rohit H. Trivedi and Thorsten Teichert

Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.

Trivedi and Teichert

MANAGEMENT SLANT

Advertisers should use animal stimuli only after careful consideration of specific advertising objectives and gender of the target audience.
Animals in advertisements can help steer positive attitude change, integrate the brand into the evoked set, and augment purchase intention.

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