Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets

Original language	English
Publication status	Published - 4 Mar 2023
Event	Society for Consumer Psychology Conference - Puerto Rico, San Juan, United States Duration: 2 Mar 2023 → 4 Mar 2023

Conference

Conference	Society for Consumer Psychology Conference
Country/Territory	United States
City	San Juan
Period	2/03/23 → 4/03/23

Funding

SCP Doctoral Grant sponsored by Columbia Business School

Keywords

• advertising
• pets
• product congruence
• immersiveness

Other files and links

• https://myscp.org/annual-23/

Projects

• 1 Finished

• SCP 2023 Doctoral Grant

  Lavertu, L. (Principal Investigator)

  2/03/23 → 5/03/23

  Project: Projects from Previous Employment

  • Health Care Cost 100%

Prizes

• SCP 2023 Doctoral Grant - Competitive grant ($500) to support the costs associated with attending and presenting at the SCP annual conference and doctoral consortium

  Lavertu, L. (Recipient), 2023

  Prize: Other distinction

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Lavertu, L., Cowan, K., & Marder, B. (2023). Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets. Poster session presented at Society for Consumer Psychology Conference, San Juan, United States.

Lavertu, Laura ; Cowan, Kirsten ; Marder, Ben. / Tail-oring Ads Featuring Pets : The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets. Poster session presented at Society for Consumer Psychology Conference, San Juan, United States.

@conference{1b695f2572344937a2ba9e92ea25260e,

title = "Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets",

keywords = "advertising, pets, product congruence, immersiveness",

author = "Laura Lavertu and Kirsten Cowan and Ben Marder",

year = "2023",

month = mar,

day = "4",

language = "English",

note = "Society for Consumer Psychology Conference ; Conference date: 02-03-2023 Through 04-03-2023",

}

Lavertu, L, Cowan, K & Marder, B 2023, 'Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets', Society for Consumer Psychology Conference, San Juan, United States, 2/03/23 - 4/03/23.

Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets. / Lavertu, Laura; Cowan, Kirsten; Marder, Ben.
2023. Poster session presented at Society for Consumer Psychology Conference, San Juan, United States.

Research output: Contribution to conference › Poster › peer-review

TY - CONF

T1 - Tail-oring Ads Featuring Pets

T2 - Society for Consumer Psychology Conference

AU - Lavertu, Laura

AU - Cowan, Kirsten

AU - Marder, Ben

PY - 2023/3/4

Y1 - 2023/3/4

KW - advertising

KW - pets

KW - product congruence

KW - immersiveness

UR - https://myscp.org/annual-23/

M3 - Poster

Y2 - 2 March 2023 through 4 March 2023

ER -

Lavertu L, Cowan K, Marder B. Tail-oring Ads Featuring Pets: The Impact of Product Congruence and Ad Immersiveness on the Effectiveness of Ads Featuring Pets. 2023. Poster session presented at Society for Consumer Psychology Conference, San Juan, United States.