MANAGEMENT SLANT
- Advertisers should use animal stimuli only after careful consideration of specific advertising objectives and gender of the target audience.
- Animals in advertisements can help steer positive attitude change, integrate the brand into the evoked set, and augment purchase intention.
- Animal stimuli have limited effects in the early stages of decision making; they even should be avoided for creating awareness or influencing information-search intention.
- Advertisers should use animal stimuli without the presence of a...