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How ads with dogs and cats affect consumer behavior

Exposure to dogs (cats) makes consumers subsequently more promotion- (prevention-) focused, meaning that consumers will become more eager (cautious) in pursuing a goal and more risk-seeking (risk averse) when making decisions.

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Photo by Humberto Arellano from Unsplash.com

Researchers from University of Massachusetts Lowell, University of South Carolina, and Hong Kong Polytechnic University published a new paper in the Journal of Marketing that examines how pet-related experiences affect people’s consumption-related decisions.

The study, forthcoming in the Journal of Marketing, is titled “The Pet Exposure Effect: Exploring the Differential Impact of Dogs Versus Cats on Consumer Mindsets” and is authored by Lei Jia, Xiaojing Yang, and Yuwei Jiang.

Pets are prevalent and play important roles in consumers’ daily lives. For example, 68 percent of U.S. households, or 84.6 million homes, own a pet. Dogs and cats are the most popular pets, with 48 percent of U.S. households (60 million homes) owning at least a dog and 37 percent of U.S. households (47 million homes) owning at least a cat. Pet adoption rates have climbed significantly, with about one in five households having acquired a dog or cat since the outbreak of the COVID-19 pandemic. Pets also frequently appear in popular culture, mass media, and marketing communications. For example, Target chose a dog as its brand mascot, Microsoft featured dogs in its 2020 holiday commercial to inspire people to find joy, and Wells Fargo used a cat in its commercial to advertise its suspicious card activity alert services.

Specifically, this new research examines the effects of pet exposure (e.g., recalling experience interacting with dogs or cats or viewing ads featuring a dog or a cat as the spokesperson) on consumers’ subsequent judgments and decision making, even in pets-unrelated domains. The researchers demonstrate that exposure to dogs (cats) makes consumers subsequently more promotion- (prevention-) focused, meaning that consumers will become more eager (cautious) in pursuing a goal and more risk-seeking (risk averse) when making decisions. Jia explains that “These effects occur because pet exposure experiences remind consumers of the stereotypical temperaments and behaviors of the pet species.”

These results are supported across multiple product and service contexts. For example, exposure to dogs (cats) led research participants to choose riskier (risk-averse) options in decision making, such as choosing the riskier stock investment option (the less risky mutual fund investment option), and more willing to risk monetary compensation for a chance to win an even a bigger payment. In addition, exposure to dogs (cats) led participants to prefer ad messages that are framed with a promotion (prevention) focus or messages featuring eagerness (vigilance) appeals. Furthermore, secondary data results show that people in US states with a higher percentage of dog ownership are more interested in searching promotion- (prevention)-focused words online and are more likely to get COVID-19 during the pandemic. The proposed effects are moderated by pet stereotypicality, such that the effects of pet exposure on consumer behavior only persist to the extent consumers are reminded of the stereotypical temperaments and behaviors of the pet species. 

Yang describes the novel implications to marketers. “First, marketers should consider crafting their advertising messages differently or recommending different products and services when they target consumers depending on their pet exposure situations. For example, to enhance the effectiveness of advertising appeals or communication messages, marketers should emphasize promotion-focused goals such as gains and non-gains if they are targeting dog owners or after consumers are exposed to dogs or dog-featuring stimuli  such as in an advertisement. Conversely, they should focus on prevention-focused goals such as losses and non-losses if they are pursuing cat owners or after consumers who are exposed to cats or cat-featuring stimuli. Importantly, our findings show that this advice holds even when the advertised product or service has nothing to do with pets or pet products.”

The research offers important insights into how to incorporate pets into marketing communications. One consideration is the type of product or service being advertised. For products or services mainly perceived as promotion-focused (e.g., stock investments, sports cars), featuring dogs in the ad is likely to increase the ad’s persuasiveness. For products or services deemed more prevention-focused (e.g., mutual fund investment, insurance), featuring cats may increase the ad’s appeal. Jiang adds that “Marketers should ensure that stereotypical pet temperaments are made salient in the message. For example, the eagerness aspect of the dog or the cautiousness aspect of the cat should be highlighted. Otherwise, the intended effects of featuring pets in the ad may not be achieved.”

Lastly, the finding that pets and pet ownership are potentially related to COVID-19 transmission rates and prevention behaviors could shed new light on policies related to the prevention of COVID-19 and potentially other infectious diseases. For example, policymakers in states with more dog owners could design more customized educational programs and materials related to the diseases. Alternatively, when designing ads to prevent the transmission of COVID-19 and other infectious diseases, cats could be incorporated as a spokesperson and/or the cat temperament can be referenced in the message to enhance the effectiveness of the ad.

Strategies

‘Ugh, not that song!’ Background music impacts employees

When background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

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Have you ever gone to a store or a restaurant where the music was so annoying that you walked right out? Now imagine what it must be like for the employees.

In a study, researchers found that when background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

“Music that doesn’t fit what an employee needs to feel energized, manage emotions, and focus on task can have a real negative impact,” said Kathleen Keeler, co-lead author of the study and assistant professor of management and human resources at The Ohio State University’s Fisher College of Business. “We found that a music misfit can lead employees to feel more fatigued, have trouble focusing, and not really enjoy being at work. And that in turns prompts them to engage in behaviors that can harm the organization.”

The problem is worse for people who have difficulty screening out background noise from their environment, the study found.

It is an understudied issue, Keeler said.  About 13.5 million people work in occupations where background music is common. But the music is often chosen with only customers in mind.

“It is a mistake for managers to assume that music doesn’t affect employees,” Keeler said.

The study was published online in the Journal of Applied Psychology.

Study in focus

The researchers conducted two studies. One study involved 166 full-time workers who participated online. Before they began, participants rated how much they needed four features of music: volume, speed, complexity and emotional intensity. The participants then listened to one of two playlists while they conducted a creativity task.

One playlist was upbeat, happy pop music with moderate complexity. The other was slower, more somber music played at a lower volume.

After completing the task, participants rated how much the music they heard fit their needs for volume, speed, complexity and emotional intensity.

Results in focus

The findings showed participants experienced a negative impact if the characteristics of the playlist they listened to was out of sync with what they said they needed. Those who had a music misfit showed a decrease in pleasant feelings and emotions and also more cognitive depletion – a feeling of mental exhaustion, Keeler said.

The problem was particularly acute for people referred to as non-screeners. “Stimulus screening” is the ability to focus on one sensory input at a time. Non-screeners have difficulty doing that and – in this case – were unable to ignore the music in the background while they concentrated on their task.

“The bad effects of music misfit are worse for those who are non-screeners,” Keeler said. “They have difficulty blocking out the music and so they feel less positive emotion and feel more depleted after listening to the music that was out of sync with what they needed.”

The second study was a real-world sample of 68 workers in health care offices, retail stores and dining halls where background music was a feature of their everyday work life. Participants completed three email surveys every day for three weeks about their musical needs, the music they heard, their moods, cognitive depletion and various actions at work.

The findings confirmed results of the first study and added another wrinkle: Music misfit had an impact on job performance.  Participants were more likely to act in ways that hurt the company – and less likely to do positive things – on days when they felt out of sync with the music they heard.

Music affects actions

Negative actions could include working more slowly, talking negatively about the workplace with other employees, and pilfering office supplies. Positive actions included helping a fellow worker on a project that was outside their direct responsibilities.

“It can affect the bottom line of companies if their employees are not being productive because they are being drained and distracted by the music they hear all day,” Keeler said. “Their performance suffers.”

The results suggest that employers need to take into consideration the musical wants and needs of their employees.

“Employers should try to strike a balance between making sure their music appeals to both customers and employees, because this is not a trivial matter,” Keeler said.  “If their employees aren’t happy, that is not going to be good for the business.”

Employers can also ensure there are places in the workplace where employees can escape the music during their breaks. In addition, they could invest in earbuds using smart technology that allows wearers to hear conversations from customers while screening out some background noises, including music.

And while this was not a focus of this study, the results also suggest that workers may be happier and more productive if they are allowed to listen to their own music when appropriate.

Let them listen to their music

“I know some managers are reluctant to allow employees to listen to their own music, but our research suggests that there are a lot of benefits, including productivity, engagement and well-being,” she said.

Harshad Puranik of the University of Illinois-Chicago was co-lead author.  Other co-authors were Yue Wang of the University of Illinois-Chicago, and Jingfeng Yin of The Hong Kong, Polytechnic University.

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Strategies

Crucial electrical safety advice for customers 

Before getting started on outdoor projects, it is important to be aware of the electrical safety hazards you may encounter.

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Spring is about to arrive, and the longer days will inspire business owners to get outdoor projects underway. But before getting started, it is important to be aware of the electrical safety hazards you may encounter.

“Starting on outdoor projects is a great way to welcome the warmer weather, but it’s crucial to be aware of potential electrical hazards at home,” said Tim Frankenberg, fire safety engineer for the St. Louis-based Ameren Corporation. “A little prevention goes a long way in keeping your family safe.”

The St. Louis-based Ameren Corporation recommended four electrical safety hazards to avoid this spring:

Electric equipment near water

Water and electricity don’t mix, so a great rule of thumb is to keep electric equipment at least 10 feet away from wet areas. You should also plug into ground fault circuit interrupters (GFCIs), which are designed to shut off the power as needed to prevent a shock. These are typically found in kitchens, bathrooms, garages and outdoors. It is highly encouraged that GFCIs are tested monthly. 

Underground utilities

You can disrupt utility service, including electric, natural gas and more, and even put your life in danger by failing to have underground utility lines clearly marked before digging. Plan the simple do-it-yourself projects that may seem small, including planting trees or installing a mailbox.

Overhead power lines

Stay clear of power lines and wires when trimming vegetation, raising ladders and performing outdoor home maintenance. Always assess your surroundings while trimming or working in your yard or simply call a certified professional to safely handle the work. Remain at least 10 feet away from any overhead power line near your home. 

Indoor electrical cords and electronics for outdoors

Before plugging into an exterior electrical socket, double-check that your cords, lights or fans are rated for outdoor use. Look for labels on packaging that clearly mark them as suitable for outdoor use. Also, avoid running cords through door or window openings where they can be damaged, and pair them with GFCIs instead. 

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Strategies

How your business can cut costs related to plumbing

Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

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Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

“Warmer temperatures are headed our way as spring begins to take hold,” Levi Torres of High 5 Plumbing, Heating, Cooling & Electric said. “Pretty soon, air conditioners will stay on a little longer and energy bills will begin to rise. One of the best ways to offset those costs is to check your plumbing for any leaks that could be increasing water usage.”

According to the EPA, people wastes nearly 10,000 gallons of water every year due to unknown leaks in the home, offices, et cetera. In addition, 10% of establishments waste 90 gallons or more per day.

To help your business cut costs related to plumbing, the experts at High 5 recommend the following tips to help recognize plumbing leaks:

  • Check the flapper in the toilet periodically to ensure it isn’t old or worn out. This can cause the toilet to silently leak thousands of gallons of water a year or cause it to flush on its own. Replacing the flapper can be an easy, cost-effective way to prevent toilet leaks.
  • Inspect the washers and gaskets on your faucets. Old washers can be a primary culprit for leaky faucets, causing a home to waste more than 3,000 gallons per year.
  • Check the showerhead for frequent dripping after usage. A showerhead that drips 10 times per minute can waste over 500 gallons per year. Simply tightening the connection or replacing the showerhead can be a cheap option to prevent leaks.

“While some simple leaks can be prevented by replacing small parts, it’s always important to call a licensed plumber if you suspect you have major leaks inside your home,” said Torres. “Leaks behind a wall or with a water heater can be much more complicated and need professional attention. If left untreated, they can cause thousands of dollars worth of damage. Never leave a leak left untreated.”

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