How adoption intention changes as a function of medical and close-relative advice

Abstract

The present research explores how consumers perceive pet adoption in different contexts. Specifically, it aims to assess how pet adoption intentions differ when we are encouraged by medical and close-relative advice, as well as we attribute hedonic and utilitarian values to the pets when facing a mental health framework. In this research, these questions are explored where a new perspective regarding consumer behavior towards the impact of pets on human mental health is proposed. While past research has suggested that there is a stronger attachment to hedonic possessions, rather than utilitarian ones, in the present study, it was observed that the type of advice - medical or close-relative -, does not significantly impact emotional connections to pets. In fact, pets were perceived more as experiential, rather than material, regardless of the type of advice. Thus, attachment to pets relies more on emotional connections, rather than on the context itself. Regarding the adopter’s psychological attributes, it was found that relational attributes are favored over self-improvement ones. Furthermore, although Animal-Assisted Therapy is perceived as safe and credible, there may be a slight skepticism towards it. The present study adds to the literature on pet adoption, which has an increased relevance for different fields in the marketing area, as understanding how pets may influence consumer behavior beyond the immediate context of pet ownership is crucial for the companies’ strategies to thrive. Lastly, it offers a new perspective regarding the impact of pets on human mental health.

Date of Award	14 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)