Researchers from the University of Massachusetts Lowell, the University of South Carolina, and Hong Kong Polytechnic University have investigated how experiences with pets influence consumer decision-making. Their paper, titled "The Pet Exposure Effect: Exploring the Differential Impact of Dogs Versus Cats on Consumer Mindsets," is set to be published in the Journal of Marketing. The study is authored by Lei Jia, Xiaojing Yang, and Yuwei Jiang.
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In the U.S., 68 percent of households, equating to 84.6 million homes, own a pet, with dogs and cats being the most common. Approximately 48 percent of households own at least one dog, while 37 percent own at least one cat. The adoption of pets has seen a significant rise during the COVID-19 pandemic, with about one in five households acquiring a dog or cat since its onset.
The research examines how pet exposure—such as recalling experiences with dogs or cats, or viewing ads that feature these animals—affects consumer judgments and decisions, even in contexts unrelated to pets. It was found that exposure to dogs leads consumers to adopt a more promotion-focused mindset, making them eager to pursue goals and more willing to take risks. Conversely, exposure to cats promotes a more prevention-focused mindset, making consumers cautious in their decisions.
Jia notes that these shifts occur as pet experiences evoke stereotypical behaviors associated with each species. For instance, participants exposed to dogs were more inclined to select riskier investment options, while those who viewed cats preferred safer choices. Additionally, consumers exposed to dogs showed a preference for advertising messages oriented around gains, while those exposed to cats favored messages that emphasized caution.
Analysis also revealed that individuals in U.S. states with higher dog ownership displayed more interest in promotion-focused content online and were potentially more susceptible to COVID-19 during the pandemic. These effects are linked to the stereotypical characteristics of pets, influencing how pet exposure impacts consumer behavior.
Yang suggests that marketers should tailor their advertising strategies based on the type of pet the target audience is associated with. For products perceived as promotion-focused, featuring dogs could enhance persuasive impact. In contrast, advertisements for prevention-focused products may benefit from including cats to resonate better with potential customers.
Furthermore, the relationship between pet ownership and COVID-19 transmission suggests that tailored educational initiatives might be beneficial in areas with higher dog ownership. Expanding the use of cats in public health messaging could also enhance outreach effectiveness.