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

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.