【公开学术报告】​Eager Dogs and Vigilant Cats: Exploring the Effects of Pet Exposure on Consumer Behavior

Guest Speaker:    Dr. Lei Jia (University of Massachusetts Lowell)

Date & Time:       9:30-11:00, Wed. 29^th, Sept. 2021

Zoom Meeting:    847 460 54831（Password: 613892）

Click Link:            https://us02web.zoom.us/j/85905415641

ABSTRACT

Despite the ubiquity of pets in consumers’ lives, scant research has examined how exposure to pets influences consumer behavior. Across 11 studies employing different methods, including secondary data, lab experiments, and real behavior, the authors demonstrate that exposure to pets or stimuli involving them fosters divergent regulatory orientations among consumers. Specifically, exposure to dogs or dog-related stimuli activates a promotion-focused motivational mindset, whereas exposure to cats or cat-related stimuli activates a prevention-focused motivational mindset. The presentation of counter-association information moderates this effect, such that the effects of pet exposure on regulatory mindsets are reversed when consumers are presented with counter-association information. Moreover, these regulatory mindsets, when activated by pet exposure, carry over to influence downstream consumer judgments, purchase intentions, and behaviors, even in pet-unrelated consumption contexts.

Keywords: social influence, pet exposure, regulatory focus