Do Animal Mascots Affect the Reaction of the Customers to the Ads: An Experimental Method

One way to influence the consumer behavior is advertising. Different mediums are used to make an effective advertisement, among which using mascots is of very high importance. In this research, the use of animal mascots has been studied, so that the customers’ response to the use of mascots can be analyzed within Iran market. Complying with credible criteria regarding costumer response, a questionnaire including 17 items detailing two aspects of the response, attitudinal and affective, has been designed. The questionnaire were responded within two stages, pre-exam and post-exam, and were distributed among 40 people who had been randomly chosen. IBM SPSS was used for the analysis of the data. The findings of the research showed that animal mascots are not well-received. However, there is a considerable difference between the responses of male and female participants. The results can be implemented by the marketing managers and practitioners to help them both theoretically and practically.