Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.
Rohit H. Trivedi (R.Trivedi1@bradford.ac.uk) works as lecturer of strategic marketing at the University of Bradford in the U.K. His research interests are in the areas of green marketing, marketing communications, consumer behavior and entrepreneurship.
Thorsten Teichert (firstname.lastname@example.org) holds the chair of marketing and innovation at the University of Hamburg, Germany. His international research and consulting projects address issues of consumer decision-making and new product development. Earlier in his career, Teichert advised innovation projects in the automotive industry and directed mergers and acquisitions in strategic consultancy.