AICEX: E se le persone che possiedono cani avessero un comportamento d’acquisto diverso dalle persone che possiedono gatti? E se anche la risposta ai messaggi promozionali fosse diversa? Si prospetterebbe una nuova modalità di profilazione delle basi clienti … Riprendiamo e proponiamo questo interessante articolo sul tema.

The big idea

Dog owners tend to take bigger risks and respond more to reward-oriented advertisements. Cat owners, on the other hand, are more cautious and more likely to react to ads emphasizing risk aversion. Those are the two main findings from new peer-reviewed research I co-authored.

My dog Midoo is always eager to join me in various activities and is never hesitant to show her excitement when people appear at the doorstep. By contrast, my cat Mipom is more alert and suspicious when she is around strangers, keeping a comfortable distance from people. I wondered, do their general dispositions have any impact on my own behavior or the decisions I make?

These are the questions I hoped to answer over a series of 11 studies I conducted with fellow marketing professors Xiaojing Yang and Yuwei Jiang.

Our first pair of studies looked at pet ownership data in U.S. states and compared that with several crude measures of risk-taking. For example, we found that people in states with a higher share of dog owners, such as North Dakota, had a greater prevalence of COVID-19 infections in 2020 than states with more cat owners, such as Vermont. Although we controlled for political orientation and other variables, our results show only a correlation. The reason dog ownership seems associated with more COVID-19 cases, for example, could be that dog owners take more risks – or they simply have to take their pets out for walks more often, which means greater exposure.

In another study, we wanted to get individual-level data, so we used an online survey tool to recruit 145 owners of either a cat or a dog – not both. We gave participants an imaginary US$2,000 and asked them to invest any portion of it in either a risky stock fund or a more conservative mutual fund. Dog owners, who made up 53% of participants, were significantly more likely to invest in stocks and also put more money at risk than cat owners.

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