Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers

In this episode, Laura Lavertu (Grenoble Ecole de Management) joins me to discuss her Journal of Advertising Research article, “Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers,” coauthored with Katina Kulow (University of Louisville), Kirsten Cowan (University of Edinburgh), and Ben Marder (University of Edinburgh).

Laura explains why petfluencers can sometimes outperform human influencers. Across four studies, including a field study and lab experiments, their research shows that petfluencers can increase engagement and willingness to pay because they are perceived as more sincere. The core idea is that audiences attribute fewer self-interested motives to pets, which helps sponsored posts feel more genuine in an era of influencer fatigue.

We also discuss when this effect is strongest. The findings suggest that petfluencer content works best when the message framing matches consumers’ mindset, particularly around temporal focus. When consumers are in a more present-oriented, concrete mindset, present-focused messaging can amplify petfluencers’ persuasive advantage. The practical takeaway is that petfluencers are not just a novelty tactic. They can be a strategic substitute when sincerity is the constraint, especially if the creative execution reinforces immediacy and reduces psychological distance.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2463707

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