Animals in advertising: Love dogs? Love the ad!

Abstract Advertisers frequently use animals in ads, but little academic research focuses on consumer reactions to their use. This study uses the heuristic–systematic model (HSM) to examine consumer response to animal companions in advertisements. Specifically, HSM serves as the theoretical foundation for testing the effects of animal heuristic cues on the formation of attitude toward the ad, attitude toward the brand, and purchase intention. In the current study, the presence of the dog increases heuristic processing, concurrent processing, and ultimately attitude toward the ad. The article proposes managerial implications and avenues for future research.