Abstract
A 4 × 3 × 2 between subjects full-factor experiment using homeowners who were some form of pet lover was developed. Subjects viewed an advertisement for a fictitious realtor with either a dog or a cat. The ad copy expressed one of the following experimental conditions: individualism, independence, dependability, or security. Subjects were asked to describe themselves as one of the following: a cat lover, a dog lover, or an animal lover. Further, subjects were classified as either “high” or “low” in terms of scoring on a summation of the list of values (LOV) scale. Outcome effects were attitude toward the ad, attitude toward the realtor, and purchase intentions. A main effect was found for LOV. “High” LOV subjects preferred the ads, preferred the realtor, and had greater purchase intentions than “low” LOV subjects. A significant interaction was found among the four experimental conditions and the three categories of cat lover, dog lover, or animal lover. Cat lovers preferred the ads, preferred the realtor, and had higher purchase intentions regarding the ads conveying individualism and independence in comparison to dog lovers. Dog lovers preferred ads, preferred the realtor, and had greater purchase intentions regarding ads that conveyed dependability and security compared to cat lovers.
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Appendices
Appendix 1: Ad Stimulus with Dog
Appendix 2: Ad Stimulus with Cat
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Amyx, D.A. (2017). The Effects of Values, Advertising Characteristics, and Animal Companion Preference on Consumer Attitudes and Purchase. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_15
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