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dc.contributor.authorTrivedi, Rohit*
dc.contributor.authorTeichert, T.*
dc.date.accessioned2019-05-28T12:25:42Z
dc.date.available2019-05-28T12:25:42Z
dc.date.issued2021
dc.identifier.citationTrivedi R and Teichert T (2021) Consumer Reactions to Animal And Human Models in Print Ads: How Animals and People in Ads Influence the Purchase-Decision Journey. Journal of Advertising Research. Accepted for publication.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17064
dc.descriptionYes
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) 2021 World Advertising Research Center. Full-text reproduced in accordance with the publisher's self-archiving policy.en_US
dc.subjectAnimal
dc.subjectAdvertisement effectiveness
dc.subjectMeaning transfer
dc.subjectHuman model
dc.subjectConsumer gender
dc.subjectAnimal-human relation
dc.titleConsumer Reactions to Animal And Human Models in Print Ads: How Animals and People in Ads Influence the Purchase-Decision Journeyen_US
dc.status.refereedYes
dc.date.Accepted01/05/2019
dc.date.application01/12/2020
dc.typeArticle
dc.type.versionAccepted manuscript
dc.identifier.doihttps://doi.org/10.2501/JAR-2020-002
refterms.dateFOA2019-05-28T12:25:42Z
dc.openaccess.statusopenAccess


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