Dogs vs Cats
🧠 Psych - 167/200
There was a marketing related study about pets which is super insightful to learn as a consumer.
Let me tell you about the The Pet Exposure Effect.
What is it?
Despite the ubiquity of pets in consumers’ lives, scant research has examined how exposure to them (e.g., recalling past interactions with dogs and cats, viewing ads featuring a dog or a cat) influences consumer behavior.
Study 1 shows that people in states with a higher percentage of dog owners Google more promotion- focused words and report a higher COVID-19 transmission rate.
Using multiple products, Studies 2 and 3 demonstrate that these regulatory mindsets, when activated by pet exposure, carry over to influence downstream consumer judgments, purchase intentions, and behaviours, even in pet-unrelated consumption contexts.
Study 4 shows that pet stereotypicality moderates the proposed effect such that the relationship between pet exposure and regulatory orientations persists to the extent consumers are reminded of the stereotypical temperaments and behaviours of the pet species.
Why do I need to know?
Lot of great insights for marketers in this study. Cats seem to increase sales of products that avoid losses whereas dogs make people attracted to products focused on gains ie fun activities, positively oriented experiences.
References & Studies: -
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