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 as the spokescharacter) 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 search 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 show 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.

尽管宠物在消费者的生活中无处不在，但很少有研究调查接触它们（例如，回忆过去与狗和猫的互动，观看以狗或猫为代言人的广告）如何影响消费者的行为。作者证明，与狗（猫）接触会让消费者想起宠物物种的刻板气质和行为，这会在消费者中激活一种以促销（预防）为重点的激励心态。使用二手数据，研究 1 表明，在狗（猫）主人比例较高的州，人们搜索更多以促销（预防）为重点的词，并报告更高的 COVID-19 传播率。使用多种产品，研究 2 和 3 表明，当接触宠物时，这些监管心态会继续影响下游消费者的判断，购买意图和行为，即使在与宠物无关的消费环境中也是如此。研究 4 表明，宠物的刻板印象缓和了所提出的效果，因此宠物接触和监管方向之间的关系持续到消费者被提醒宠物物种的刻板气质和行为的程度。研究 5-7 检验了监管配合的作用，并证明接触狗（猫）会导致对以促销（预防）为重点的吸引力的广告信息产生更有利的反应。研究 4 表明，宠物的刻板印象缓和了所提出的效果，因此宠物接触和监管方向之间的关系持续到消费者被提醒宠物物种的刻板气质和行为的程度。研究 5-7 检验了监管配合的作用，并证明接触狗（猫）会导致对以促销（预防）为重点的吸引力的广告信息产生更有利的反应。研究 4 表明，宠物的刻板印象缓和了所提出的效果，因此宠物接触和监管方向之间的关系持续到消费者被提醒宠物物种的刻板气质和行为的程度。研究 5-7 检验了监管配合的作用，并证明接触狗（猫）会导致对以促销（预防）为重点的吸引力的广告信息产生更有利的反应。