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dc.contributor.authorTrivedi, Rohitkumar*
dc.contributor.authorTeichert, T.*
dc.date.accessioned2019-05-28T12:25:42Z
dc.date.available2019-05-28T12:25:42Z
dc.date.issued2019
dc.identifier.citationTrivedi R and Teichert T (2019) Animal and Human Models in Advertising: How can we influence the consumer decision making journey? Journal of Advertising Research. Accepted for publication.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17064
dc.descriptionYesen_US
dc.description.abstractFor decades, animals have been widely used in advertisements, and yet little is known about the effects on consumer reactions along the entire purchase decision process. This study disentangles the effects of using animal stimuli in isolation or jointly with a human model in print advertisements. Empirical evidence is derived from 126,220 consumer evaluations of 302 actual print advertisements across 18 product categories. Animals do not only support a positive attitude change, they also influence how products integrate into consumers´ relevant set and the purchase intention by itself. By comparison, female consumers react more pronounced than their male counterparts on animal stimuli. However, it should be avoided to combine an animal stimulus with a human model to preserve a better influence over consumer reaction.en_US
dc.language.isoenen_US
dc.rights(c) 2019 World Advertising Research Center. Full-text reproduced in accordance with the publisher's self-archiving policy.en_US
dc.subjectAnimalen_US
dc.subjectAdvertisement effectivenessen_US
dc.subjectMeaning transferen_US
dc.subjectHuman modelen_US
dc.subjectConsumer genderen_US
dc.subjectAnimal-human relationen_US
dc.titleAnimal and Human Models in Advertising: How can we influence the consumer decision making journey?en_US
dc.status.refereedYesen_US
dc.date.Accepted2019-05-01
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view 18 months from publication date.en_US
refterms.dateFOA2019-05-28T12:25:42Z


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