Comparative study: the impact of catvertising on online shopping in the Northern and Southern Great Plain Regions
https://doi.org/10.30716/RSZ/24/2/1
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Copyright (c) 2025 Janka Szabó, András Fehér
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
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Accepted 2025-02-25
Published 2025-10-17
Abstract
The article examines the impact of catvertising on online shopping behavior in the Northern and Southern Great Plain Regions. Catvertising is a term derived from the English words "cat" and "advertising," and it refers to advertising campaigns that feature cats. The literature review primarily focused on catvertising, online marketing, and online shopping habits, utilizing both domestic and international sources. Furthermore, in our secondary research, we aimed to understand the emotional effects of catvertising by studying foreign psychological and neurological studies. The primary research was conducted using quantitative methods, specifically through an online questionnaire, which analyzed responses from 342 participants. Based on the responses, we analyzed differences in online shopping habits depending on whether or not a cat was featured in the advertisement, demonstrating the comparative nature of the study. The results suggest that advertisements featuring cats enhance brand recall success, particularly for product categories related to pet ownership.
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