ABSTRACT Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process. This study disentangles the effects of using animal stimuli in isolation or jointly with a human model in print advertisements. Empirical evidence was derived from 126,220 consumer evaluations of 302 actual print advertisements across 18 product categories. Animals not only supported a positive attitude change, they also influenced how products integrated into consumers9 relevant set and the purchase intention by itself. By comparison, women reacted more strongly than men to animal stimuli. Combining an animal stimulus with a human model should be avoided, to preserve a better influence over consumer reaction.

中文翻译：

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消费者对平面广告中动物和人体模型的反应

摘要动物已经在广告中使用了数十年，但对整个购买决策过程中对消费者反应的影响知之甚少。这项研究阐明了在印刷广告中单独或与人体模型一起使用动物刺激的效果。经验证据来自对18个产品类别的302个实际印刷广告的126,220个消费者评估。动物不仅支持积极的态度改变，而且还影响产品如何融入消费者的相关环境以及购买意愿本身。相比之下，女性对动物刺激的反应比男性更强烈。应避免将动物刺激与人体模型相结合，以保持对消费者反应的更好影响。