The Pet Exposure Effect: Exploring the Differential Impact of Dogs Versus Cats on Consumer Mindsets
研究发现，接触狗或猫会激活消费者不同的动机思维模式（促进型vs预防型），进而影响其消费判断和购买意愿，即使与宠物无关的消费场景也受此影响。
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. The authors demonstrate that exposure to dogs (cats) reminds consumers of the stereotypical temperaments and behaviors of the pet species, which activates a promotion- (prevention-) focused motivational mindset among consumers. Using secondary data, Study 1 shows that people in states with a higher percentage of dog (cat) owners Google more promotion- (prevention-) 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 behaviors, 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 behaviors of the pet species. Studies 5–7 examine the role of regulatory fit and evince that exposure to dogs (cats) leads to more favorable responses toward advertising messages featuring promotion- (prevention-) focused appeals.