Perceptions of Advertising by Dog Owners and Non-Dog Owners: An Experimental Study

More Americans are traveling with their pets every year. Unfortunately, not all travelers enjoy being surrounded by other traveler’s pets. Hotels are having an increasingly difficult time reaching both target markets without turning away one or the other. The current study examines how each target market is affected by three differing levels of advertisements. The advertisements differ based on the involvement of pets in the advertisement. It was found that the advertisement with the most pet involvement turned away non-dog owners more than it attracted dog owners.